MKT Concepts Explained Today's Environ

Bb0001
BB0001 – Q.2 Explain the marketing concepts with its relevance in today's marketing environment.
Answer:
Marketing Concepts :
Studies reveal that different organisations have different perceptions of marketing. And these
differing perceptions have led to the formation of different concepts of marketing such as
1. The Exchange Concept
2. The Production Concept
3. The Product Concept
4. The Selling Concept
5. The Marketing Concept
6. The Societal Marketing Concept.
1. The Exchange Concept : The exchange concept of marketing, as the very name indicates, holds
that the exchange of a product between the seller and the buyer is the central idea of marketing.
While exchange does form a significant part of marketing, to view marketing ... Show more content
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As a result the public often identifies marketing with hard selling and advertising.
But marketing based on hard selling carries high risks. It assumes that customers who are coaxed
into buying a product will like it and if they don't, that they won't bad mouth it or complain to
consumer organisations and will forget their disappointment and buy it again.
These assumptions do not have base. One study showed that dissatisfied customers may bad–mouth
the product to 10 or more acquaintances and bad news travels fast. Selling concept is practised more
aggressively with unsought goods, goods that buyers normally do not think of buying such as
insurance, encyclopedias etc. These industries have perfected various sales techniques to locate
prospects and hard sell them on their product's benefits. It is also practised in the non–profit area by
fund raisers and political parties.
5. The Marketing Concept: The marketing concept holds that the key to achieving its organisational
goals consists of the company being more effective than competitors in creating, delivering and
communicating customer value to its chosen target markets.
This concept was born out of the awareness that marketing starts with the determination of
consumer wants and ends with the satisfaction of those wants. The
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Micro and Macro Marketing Environment
McDonald's became a famous global name (refer to appendix 1) which had more than 33,000
restaurants in 119 countries (McDonald's, 2012). How could it operate profitably in a competitive
market? It was due to the flexibility in the changeable marketing environment (Lovelock, 2002).
The marketing environment can be assumed as a flexible system. Just like the human body which
may die if it fails to adjust to environmental modifications, so the business also may lose if it does
not adapt to external and internal changes (Sowell, 2011).
Sargeant and Jay (2004) stated SWOT analysis contains specific indicators as to the key
determinants of success in the company whereas most authors defined the marketing environment
comprising microenvironment ... Show more content on Helpwriting.net ...
Changes in social forces (including demographic and culture) impact on consumers' demand in
society, especially where a company does business in different countries (Sowell, 2011). Pork is not
widely used in Malaysia (comprising approximately 61.4 percent of Muslim adherents), so it was
eliminated in McDonald's menu (New Straits Times, 2011).
Technological changes increase rapidly, thus the company must grasp at technological developments
(Kotler, et al., 2006). European McDonald's restaurants replaced cashiers with touch screen
computers. Owing to this method of ordering, customers could save time and easily pay with a
credit card (Cnet, 2011).
The environmental forces (including climate change and pollution) and the manufacture
uncontrollably influence each other (Jobber and Fahy, 2009). Nowadays, companies "Going green"
means protecting themselves. McDonald's opened a "green" restaurant in Chicago. They eliminated
some electric lighting, made tables from recycled plastic... etc and customers actually supported
these changes (Daily Finance, 2009).
Marketing decisions are strongly affected by legal forces, which regulate the rules by which a
company must be conducted (Kotler and Armstrong, 2004). McDonald's Malaysia officially
announced "The allegations made about McDonald's supporting Israelis are completely untrue".
Because McDonald's were established under the law of Malaysia, these allegations would be

Environment Friendly Lifestyle Products : An Analysis Of...
Introduction:
Research Problem: To examine the shortfalls in the usage of environment friendly lifestyle products:
An analysis of the adoption levels, consumer perceptions and marketing techniques.
Specific Research Questions:
What are the consumer perceptions regarding the environment friendly daily use products used for
mitigating and adapting to the climate changes?
What is the level of adoption of environment friendly products and the economic / ecological
benefits of using such products in the long run?
How can the manufacturer / marketer enhance consumer attraction and profitably market a climate
smart product using conventional and unconventional marketing techniques for its increase in sales
and wider acceptance?
It has to be observed that climate all over the world is changing and the usage of conventional
gadgets and products requiring higher energy and emitting green house gases are gradually affecting
our environment. If there are alternate products available in the market that use renewable energy
and which are made organically, it would create a scenario where there would not be a need to
compromise on the utility created by the products used in the first place and also have a situation
where there is minimal damage done towards the environment. The aim of this project is to evaluate
the usage levels of environment friendly products and to analyse the marketing tactics for
popularising and promoting the sale of such products that are used in day to

Marketing Environment Of Velassaru
Table of Contents
I. Executive Summary 0
1. Introduction: 1
1.1 Definition of the term ''Marketing'' 2
1.2 Background of Velassaru Maldives: 2
1.3 Objectives 4
2.4.1 Resource Audit 4
2.4.2 Roles & Responsibilities of Marketing of Velassaru 6
2.5 Marketing Function and Organization Performance 7
3. Interrelationship between Marketing Function and Other Departments: 8
3.1 Marketing and Human Resources 8
3.2 Marketing and Finance 9
3.3 Marketing and Sales 9
3.4 Critical analysis of interrelationships 10
4. Marketing environment of Velassaru 11
4.1 External environment 12
4.1.2 Macro–environment 12
4.1.1 Micro–environment 12
4.2 Internal environment 13
5. Conclusion 13
6. References 14
I. Executive Summary
Marketing has become an important ... Show more content on Helpwriting.net ...
The authors argue that the team as a whole, needs to be trained well in order to comply with any of
the guest's requests which may arise during any time of the day. Since, staff are considered to be
internal customers, Velassaru marketing team provides guidance in developing certain set of skills
for staff to communicate effectively with the guests as well as the team with in. Marketing team
directly assists Human Resources in planning training programs, providing pathways for self–
development leading in retaining loyal staff of the company. In year 2016, marketing team guided
Human Resources team in bringing in international hotelier training program named "Lobster Ink:
Hospitality Training Courses" providing internationally accepted certificate in the hotel industry for
an

Marketing : Marketing And Environment
Unit 4: Marketing
Task 1: Marketing Environment Report
 Introduction
 Marketing Definition
 Marketing Process
– Marketing & Environment Analysis
– Fixing Marketing Target
– Marketing Strategy
– Marketing Mix
– Marketing Controlling
 Market Orientation
– Customer Orientation
– Competitor Orientation
– Interfunctional Coordination
 Different Orientations which can be adopted by the business
– Production Orientation
– Product Orientation
– Selling Orientation
– Ethical and sustainable marketing
 Cost to Starbucks of adopting a marketing approach
 Benefits to Starbucks of adopting a marketing approach
 Marketing Audit of the macro and micro environment for Starbucks
 Explain your understanding of segmentation for this organisation
 How buyer behaviour will affect Starbucks
 Evaluation of costs and benefits together with recommendations
 Propose new market positioning for a selected product
 Bibliography
Marketing Environment Report
Introduction:
Starbucks is one of the world's leading coffee bars, which has been open since 1971. To survive in
the vastly culturally differentiated environment, they had to introduce new products such as teas for

the Chinese market. On the other hand, to be able to increase their seasonal sales and gain a
competitive advantage in the coffee market, Starbucks have introduced Pumpkin Spiced Lattes
which are only sold in the autumn/winter season. To increase their sales during these months even
more, they can introduce a

The Volkswagen Group: Six Forces In The Marketing Environment
1.0 Introduction
The Volkswagen Group (VW) is a famous Car manufacturer established in 1937, which
headquartered in Wolfsburg, Lower Saxony, Germany. They are operating in various parts of the
world, supplying vehicles to more than 150 countries across the globe including Malaysia. The
greatest ratio of market share for the organization is associated with the European market, about
more than 24% vehicles present in Western Europe are manufactured by the Company (VW).The
management has actively pursued growth strategy as manifested through the manufacturing of diesel
engines apart from the production of automobiles (Volkswagen,2013).
2.0 Six Forces in The Marketing Environment The external marketing environment consists of
social, demographic, ... Show more content on Helpwriting.net ...
Example car capacity choosing 1.8cc of Chevrolet cruze instead of 1.8cc of Toyota Premio.
They must also gain strategic advantage by positioning their offerings strongly against the
competitors' offerings in the minds of consumers. To plan effective competitive marketing strategies,
the company needs to find out all it can about its competitors. It must constantly compare its
products, prices, channels and promotion with those of close competitors. In this way the company
can find areas of potential competitive advantage and disadvantage. Also, it can launch more
effective marketing campaigns against its competitors and prepare stronger defenses against
competitors' actions.
Volkswagen's to offer attractive, safe and environmentally sound vehicles which are competitive on
an increasingly tough market and which set world standards in their respective classes. Volkswagen
needs to be aware that key competitors may take this opportunity to move in on their market share,
and that Toyota may be one manufacturer that is uniquely positioned to capitalize on their loss.
Toyota appears to be Volkswagen's strongest competitor post–scandal; its competitive advantages
highly important factors to

The Marketing Environment And Marketing Mix Of A Firm
In this report, I have used marketing concepts to analyze the marketing environment and marketing
mix of a firm, which has achieved superior performance. I have chosen one of the most famous and
oldest retailer in the UK, Marks & Spencer.
Marks & Spencer is one of the best well–known British department stores. It was founded by
Michael Marks and Thomas Spencer in 1884 (M&S, 2014). It started as a market stall at Kirkgate
Market in Leeds. Nowadays, M&S has transformed to an international multi–channel retailer with
798 stores in UK and 455 international stores (M&S, 2014). According to its annual report this year,
it has earned a total revenue of £10.3 billions over the last year. (M&S, 2014)
Basically Marks & Spencer has divided its ... Show more content on Helpwriting.net ...
Therefore Plan A is launched in 2007 (M&S, 2014). It is a plan that promotes ethical trading,
environmentally friendly and sustainability. For example under this plan, M&S has developed a
programme that trains suppliers with their rights, as well as support some disadvantaged supply
chain workers. With the help of Plan A, M&S has established a good relationship with their
suppliers and also earn them a place of high rated ethical trading company.
Maintaining good relationship with the suppliers is very important. If one of the suppliers suddenly
refuses to supply material to M&S, they can find another suppliers immediately. Therefore M&S has
never failed on the supply of materials.
➢ Customers
M&S mainly target the consumer market rather than business and government market. The objective
of M&S is not only maximizing their profit, but also increase customer satisfaction and their loyalty.
M&S target their customers on the upper class of the society that means people with higher income,
and also healthy eaters in the society. Their target customers mostly aim at improving their quality
of lives, concerning about the product quality rather than prices. So M&S devote their effort on
improving the quality of their products so as to increase customer's satisfaction. According to Baber
Smith, M&S have seen as producing good quality products with good values (Baber Smith, 2009).
➢

Marketing Environment of Tesco
Outcome 1
For this Outcome I was split into a small group of people within my class and was asked to prepare
a PowerPoint presentation of no more than 10 minutes addressing the various elements of the
marketing process and the benefits and costs of a marketing orientated business giving examples.
(PowerPoint presentation attached and notes)
Overview/Reflection of Marketing Presentation
First of all, to be put in a group of individuals that I had never met or interacted with before was
always going to be difficult. The process of getting to know them better and finding the strengths
and weaknesses of each team member was hard at first but the more we worked on the presentation,
the better we became at communicating and getting the ... Show more content on Helpwriting.net ...
I will look to the feedback and criticisms given in order to improve on my presentation and
communication skills for the future. The only question that we received at the end of our
presentation was; "Why didn't you introduce yourself at the start of the presentation?" The answer
we gave was that we forgot about it and would take it on board in future presentations, but I believe
that with being the first group to perform to the class, we didn't get the chance, like the rest of the
groups, to look at eachother's presentations and pick up tips to improve our own, therefore I felt we
were at a slight disadvantage.
In conclusion, I was very pleased with my groups overall performance and the feedback we received
was mostly positive. The criticisms we received will be taken on board for next time and I feel that
when there is a task like this in the future I will be able to perform much better and help the rest of
the team perform to a high standard also. The information and knowledge that I received from the
task and presentation has helped me to understand market orientation in different organisations, and
discover about the marketing concept and various processes involved.
Marketing Presentation notes
Definitions of marketing
'Marketing is the social process by which individuals and groups obtain what they need and want
through creating and exchanging products and value with others.' – Kotler

'Marketing is

Internal And External Marketing Environment
1.0 Introduction
HMV is a limited company of CDs, DVDs, Film, Music, games and Technology products. It has
Over 120 Stores all over the UK, offers different verities of Movies, Music, Headphones and Ipads
as well. HMV's opened its first store at Oxford Street on 20th July 1921. Hmv started expanding in
1990s and reached to its maturity stage in late 1990s till 2004. At the end of 1990s HMV's sales
started slowing down because of the introduction of digital media. HMV's sales fell year by year
since 2004 and then they have introduced new and versatile media to regain its position as the home
of entertainment (HMV, 2014).
2.0 Internal and External marketing environment
2.1 PESTLE ANALYSIS OF HMV
PESTLE analysis can use to different objectives such as work planning, marketing strategy and
product development. External factors as can create new opportunities for a business; it can
eliminate some of them. We will look at the effects of external environment factors on HMV
Company and offer solutions in order to develop a strategy.
2.2 Political / Legal: As an entertainment sector, HMV has been hit majorly by pirate broadcasting.
But there is a core competency help the company survive such as UK laws to prevent the users in
using piracy software. The law also forbids manufacturing and uploading products illegally.
However, it cannot completely avoid people downloading from internet and certain obstacles are the
major challenges in the implementing of the law.
Business

Marketing Environment And Strategy Of Aesop
Marketing analysis of Aesop
Aim: A study of the marketing environment and strategy of Aesop
Introduction and marketing background
Aesop is a firm that started its operations in Australia and works in an extremely competitive
environment. The main objective of this marketing plan is to introduce the products of Aesop to the
global markets. It becomes essential to analyze and research the product as well as the market in
order to create a stronger strategy fit and align all of the marketing activities and efforts to the
marketing goals and needs of the potential consumers. Identification of appropriate segments and
markets is an essential foundation for the success of the product and the organization. The
Australian market is extremely competitive and the company has positioned itself as a luxury
products company. The organization 's current market position is that of a market leader. It follows
mass marketing strategies. In case of marketing a new product the first consideration to be made by
the marketer is that the target market includes the mass market or the targeted segment. Employing
several developmental distribution tools including new distributors, online distribution, direct
distribution and franchise distribution can be beneficial to the firm and its product as it is well
aligned to the product and the firm 's requirement as well as objective. In this way the firm is able to
create a brand that is popular and well known to its target

The Marketing Environment For REI
The marketing environment for REI is immensely complicated. While some aspects of marketing,
including price, promotion, product and place is within the company's controls, other external
factors are not. Factors external to REI's control include local and global economic factors, legal and
regulatory forces, socio–cultural trends, and technology.
Major elements of the U.S. economy affecting REI's retail operations include consumer confidence,
interest rates, and inflation. All three elements either stimulate or depress consumer spending. Low
consumer confidence, high interest rates, or rising inflaction, place pressure on companies to lower
prices, which has a negative impact on sales margins.
The economic performance of global markets as well as geo–political influences directly affects
U.S. consumer sentiment and suppresses consumer spending. Current examples include the
economic instability in Greece and China. ... Show more content on Helpwriting.net ...
based company, REI is required to adhere to all U.S. laws and regulations. This includes financial
laws and regulations, including local, state, and federal tax laws, and federal trade laws. As an
employer REI has to abide to labor laws, which governs, amongst other, Labor Standards,
Workplace Safety and Health, and Employee Benefits. Furthermore, REI is required to comply with
the Americans with Disabilities Act (ADA) of 1990, which prevents workplace discrimination and
guarantees equal opportunities for disabled workers.
The incredible pace of technological advancement is a challenge for all companies. In recent years,
the greatest growth was seen in mobile devices, which challenges companies, like REI, to keep up
with consumer demands. With mobile devices, customers want to interact with companies on their
terms. Companies, like REI, can respond by offering personalized marketing directed at users of
mobile devices. Mobile devices are also leading the charge for new payment methods, NFC enabled
devices and mobile

Aptamil Marketing Environment Analysis
Introduction: The aim of this essay is to analyze the marketing environment in which Apamil
Nutrition baby formula operates. Furthermore, to distinguish a target market for the Follow–on
Formula and also regulate how the offer is positioned in the Australian market. Aptamil Nutrition is
a New Zealand baby formula company, that originates from a small family business established in
1921 in Friedrichsdorf, Germany. Aptamil has developed as a world pioneer in Infant Nutrition
(About Us, 2017). The follow–on formula, produces a milk for 6–12 months, it has three different
kinds of offering such as Profutura 2 and Gold+2. The price range of Aptamil baby formula is from
24.99 dollars to 29.99 dollars depending the nutrition that the parents ... Show more content on
Helpwriting.net ...
The reseller markets, is the supermarket or the personal businesses whose buy and offer the item
again to get profit. Furthermore, the international market those that brought the item outside New
Zealand for business or individual needs. Macro–environment Demographic Demographic can be
defined as the study of the human populace in terms of age, gender, education, income, occupation,
household size and other statistic factors. (Naseri, M. B., & Elliott, G. 2011). The age structure of a
nation can affect the Aptamil follow–on formula in appropriating their goods. If a county has a large
percentage of older people, therefore, the demand for baby formula will decrease. Economic
Economic environment comprises of elements that influence by consumer buying power and
spending patterns. Total buying power depends on current income, prices, savings, and credit
(Kotler et al. 2013, p 131). The adjustment in average weekly earnings for each individual and the
development in the Australian economy, which can be determined with Gross domestic product
(GDP). As reported by the Australian Bureau of Statistic (ABS) the average weekly earn for
Australians in May 2017 right now stands at $1164.60, a rise of 1.6 per cent over one year ("What Is
The Average Australian Weekly Wage?", 2017). Due to the increase of average weekly earnings
therefore, that will give the positive impact on the market for baby formula. Moreover, according to

Marketing Environment Analysis Of Wm Morrison Supermarkets...
Introduction
This assignment, as part of the Marketing module examination, will first include a marketing
environment analysis of Wm Morrison Supermarkets PLC for both the internal and external
environment of the company. Secondly, a SWOT (Strengths, Weaknesses, Opportunities and
Threats) analysis will be conducted followed by strategic recommendations concerning the
company's future operation. Prior to the above–mentioned contents of this assignment is a brief
description of Wm Morrison Supermarkets PLC's profile. Last but not least, a paragraph at the end
of this assignment will conclude all of its contents.
Morrisons Brief Description
Morrisons is a chain of supermarkets, currently being the 4th largest in the UK with a market share
of 11% (Butler, 2014). It is a Public Limited Company whose legal name is Wm Morrison
Supermarkets plc. The company's headquarters are located in Bradford, England (Morrisons,
2014a). Morrisons had 127,403 employees as at 02/02/2014 (Keynote, 2014), more than 500 stores
(Morrisons, 2014d) and over 100 convenience stores (Morrisons, 2014b). Τhe company's main
strategy is to capture growth and market share, increase its efficiency and finally remain and maybe
improve its position in the top 4 supermarkets' list (along with Tesco, Sainsbury's and Asda)
(Businessweek, 2014). In addition, Morrisons tries to buy local products when possible and in many
cases manufactures products at its own sites (Morrisons, 2014c).
Marketing

Ike The Marketing Environment Of The Brand Will Be Laid...
This essay will be focused on analysing one brand known as "IKEA" in the UK. IKEA is a
multinational organisation that provides a range of home furnishing products that are ready to–
assemble that include home applications and fittings. (IKEA, 1999–2000)
Firstly, the history and the development of the brand will be laid out along with the main marketing
challenges. Secondly, the marketing environment of the brand will be analysed, along with a SWOT
and PESTEL analysis. Thirdly, the segmentation strategy will be discussed and evaluated. Fourthly,
the marketing mix elements will be outlined. Lastly, a conclusion will be drawn out highlighting
future developments and recommendations for IKEA.
IKEA deals with design, sourcing, packing and ... Show more content on Helpwriting.net ...
This essay discusses the challenges being faced by IKEA in the UK that include the need to produce
renewable energy by the year 2020 to make solar electricity available for people. Solar installation
in homes will allow the costs to drop because it is much cheaper than electricity. Along with this, the
company is indebted in wood because of the massive use for its products because it increases its use
of solid wood every year and requires proper tactics to handle the increasing deforestation.
(Veronika V. Tarnovskaya, Leslie de Chernatony, 2011) IKEA, being a huge retailor, has to meet the
demands of the shopping that customers do online and over the phone. It has a high demand for its
products all over the world, especially in the UK not only online, over the phone but also at the
stores. (IKEA, 1999–2000)
This essay will analyse the marketing environment of IKEA that are further divided into macro–
environment and microenvironment. IKEA has mainly suppliers from Asia, Africa and other parts of
the world that deal with delivering its materials. It buys in bulk from the suppliers so that it is able to
advantage from much lower prices than its competitors. But at times, for some products, IKEA bids
for the contracts with multiple companies to craft the same products. (The Times Newspaper, 2009)
When dealing with an enormous expansion, IKEA faces

Marketing Environment
Understanding the External Marketing Environment
INTRODUCTION
"All businesses operate within an environment, which directly or indirectly affects the way in which
they function, just as we as consumers live within a cultural and social environment which to a
greater or lesser degree determines the way in which we behave as individuals." said Elaine O'Brien,
University of Strathclyde.
Unlike the controllable marketing mix variables, the environmental forces are not controllable by
marketers. However, marketers can control how they deal with those uncontrollable forces by
identifying and monitoring those forces that are relevant to their firms. They also must forecast
changes in these forces if they are to develop effective ... Show more content on Helpwriting.net ...
This environment is composed of laws, government agencies and pressure groups that influence and
limit various organizations and individuals. However, sometimes these laws also create
opportunities for business. The followings are some ways interpreting how the marketing functions
of businesses are impinged:
At the most general level, the stability of the political system affects the attractiveness of a particular
national market. While radical change rarely results from political upheaval in most Western
countries, the instability of many Eastern European governments leads to uncertainty about the
economic and legislative framework in which goods and services will be provided.
At a national level, government passes legislation that directly affects the relationship between the
firm and its customers and between itself and other firms. Sometimes legislation has a direct effect
on marketers, for example a law giving consumers rights against the seller of faulty goods. At other
times, the effect is less direct, as where legislation requiring local authorities to put out to tender
some of their duties has the effect of creating more competitive relationships between firms in a
market
The government is additionally responsible for protecting the public interest at large, imposing
further constraints on the activities of firms, for example where the government lays down design
standards for cars to protect the public

The Role Of Marketing In A Corporate Environment
The Role Of Marketing In A Corporate Environment
The definition of Marketing in the eleventh edition of Marketing: An Introduction is stated as the
process by which companies create value for customers and build strong customer relationship in
order to capture value from customers in return. How does the corporate world successfully merge
with marketing to satisfy the consumers' opinion of value? By designing a customer–driven
marketing strategy. One theory from The Times 100 states that Effective marketing demands the
identification and understanding of target markets. Having a clear understanding of target markets
create an entry into providing a product that will sell. Marketing Mix also known as the four P's
(Product, Price, Promotion, and Distribution (Price) created in 1960 by McCarthy is used by
marketers throughout the world. Broken down into their segments and defined as:
Product– anything that can be offered to a market for attention, acquisition, use or consumption that
might satisfy a want or need.
Price– amount of money charged for a product or service.
Promotion– activities that communicate the merits of the product and persuade target customers to
buy it.
Place (distribution) – company activities that make the product available to target consumers.
With social and demographic changes the sale of products can be affected. So if companies want to
continue to add value to products there must be the introduction of services to the mix.

Marketing Environment Of Business Has Changed Than Few...
Today the IT marketing environment of business has changed than few years back. Where there was
only one functional website of the company was used in order to generate leads. . Food Group
International is one these businesses who benefited from the use of a functional website. This
website was like a personal office for the company which was opened 24 hours in 365 days in a
year. It was an ideal way to showcase the mission of IFG for end users. In those days, customers
were more likely to expect an organization that has its own website. This website was act like a
primary source for promoting the business. It helped out the business of IFG as per following:
Product Recognition: The products of IFG gained their recognition on the internet via website where
customer could easily find, review and buy products. Inform: By the help of a website IFG could
teach or tell millions of users about business goals, goals and policies. Communicate: This website
was a best medium of communication to the end users all around the world. The company has
designed its website in such a way that it engaged and attracted customers all around the world.
Support: The importance of having a website provided an extra support to the IFG that it required
for the path leading to glory. Business: With the help website company proved its presence on the
internet–advertised its products and services, and everything that was the demand of potential
customers. Customer loyalty: In the eyes

Analysis of Marketing Environment
1) Macro environmental analysis
Macro analysis is also known as PESTEL analysis which stands for–
Political factors
Economical factors
Social factors
Technological factors
Environmental factors
Legal factors
Political factors
The business operation of an organization is always influenced by the policies of state and its
government. McDonald's business is also under the control of government's rules and regulations.
The main issue of controlling food business is health and other issues are license, employee laws,
tax issues etc. McDonald's follows the local government's policies as well as foreign investment
policies on its franchise business strategy. Political instability of local state also affects McDonald's
business. ... Show more content on Helpwriting.net ...
If every company maintains the legal process, not only the company itself but also every part of our
society will be benefited. McDonald's, as a giant food chain, has to be seriously responsible
regarding legal issues.
2) Micro environmental analysis:
Micro environment covers the internal factors which influence the operations of organization.
McDonald's is influenced by its internal factors .The internal factors are–
Suppliers
Competitors
Customers
Publics
Intermediaries
Suppliers
McDonald's has its own suppliers and it practices very close relationship with suppliers. McDonald's
divides its suppliers into two divisions who are called direct suppliers and indirect suppliers. The
indirect suppliers deliver the ingredients to the direct suppliers and the direct suppliers produce the

food for McDonald's. McDonald's understands the importance of its suppliers and always co–
operates with professional manners. (aboutmcdonalds.com)
Competitors
As the global market of 21st century is highly competitive, McDonald's has some strong
competitors, for example, KFC, Burger King, Pizza Hut etc. all competitors have good brand image,
remarkable market share, long business history and so on. On this competitive situation,
McDonald's needs to consider its competitors power to ensure its dominating position.
Customers
McDonald's is serving millions of customers

The Marketing Environment Of Krispy Kreme
Question 1
The marketing environment of any company plays an integral role in determining its capability to
develop long–lasting customer relationships. It is important to note that businesses do not function
in a vacuum. Hence, every step that an organization takes is either caused by or has repercussions on
forces in its marketing environment (Tischler, 2013). The business milieu is continually mutating
and every organization, in turn, must be equipped to deal with these changes. The smartphone
industry is a good case in point with regards to constantly changing business environments. The
Apple– Samsung War is in the vanguard of the industry.
Apple had long been spearheading the industry with repeated successes of the iPhone model.
Samsung ... Show more content on Helpwriting.net ...
I believe that Krispy Kreme can challenge this axiom and introduce doughnuts of different shapes
and sizes. This strategy shall attract customers, especially children, which constitute a large market
for Krispy Kreme. It might just become the latest fad and work wonders for Krispy Kreme.
(d) Diversification– Although Krispy Kreme has started selling coffee and other beverages, its
product mix remains limited. As a diversification strategy, I believe Krispy Kreme can venture into
something completely new– selling equipment. Its own manufacturing unit, KKM&D, can be used
to sell machinery to other companies. Since it already has the setup in place, this diversification plan
does not need additional capital and can be easily

Ethical Marketing Techniques And Its Effects On The...
To what extent unethical marketing techniques could damage the sustainable business environment.
Discuss.
Marketing is like a double–edged sword, if it is adopted properly, it will give profits to a company;
however, if it is used inadequately, it will give harm. It is undeniable that today's business operations
have more intense competition level against each other due to the advancement of technology that
allows people to receive more information. Marketing plays the key role in making products being
recognized by consumers. To get people's attention, some massages about the product need to be
sent to the target market. With the high level of competition, the unethical marketing issues arise in
order to make their own firms gain more ... Show more content on Helpwriting.net ...
To illustrate, the famous fast food restaurant, Burger King, used the famous clown character, Ronald
McDonald, from its competitor's company, McDonald's, in Burger King's TV advertisement. It is
obvious that the advertisement tries to communicate that even Ronald McDonald chooses Burger
King's hamburger (MARQUES, 2005). And, this is misleading as it effects McDonald's reputation.
In addition, this TV advertisement was banned in Germany and was a big discussion issue in
Netherlands (van Leeuwen, 2005; MARQUES, 2005).
Figure 2: Ronald McDonald visits Burger King advertising campaign
From: http://www.marques.org/Newsletters/Downloads/Issue%20No081.pdf
The sustainable business environment can be greatly impacted by these unethical marketing
practices. More and more companies use unethical techniques to market their target group, and
sometimes, to beat their competitors. Those companies may select the unethical way to do
marketing and may claim that it is technically legal as the action is not against the law, but it fails in
term of the ethical view. Nevertheless, it is not worth for those companies to apply unethical
marketing strategies as there are negative consequences from using these unethical tactics. Before
discussing about the negative impacts of immoral marketing techniques, let's take a look at the
sustainable business environment first. Lee Cockerell, the former executive vice president of

Impact of Global Marketing Environment and Strategies in...
CONTENTS 1) BACKGROUND OF THE COMPANY...................................................2 1.1)
SITUATION ANALYSIS..........................................................................2 2) MACRO
ENVIRONMENT– EXTERNAL ANALYSIS.........................3 2.1)
PESTEL.....................................................................................................3 3) MICRO
ENVIRONMENT– EXTERNAL ENVIRONMENT................6 3.1) PORTER'S 5
FORCES.............................................................................6 4) MARKET
SEGMENTATION..................................................................10 5) INTERNAL
AUDIT...................................................................................13 5.1) RESOURCES ... Show more
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The company also continued to growth strong in multi channel business; sales up 85.9%. and the
Gross transaction value was up to 8.4%. the like for like sales up was 0.3%. The Gross margin was
also up 70bps and the headline profit before tax and exceptional ahead of market expectation were at
£123.6 million, up by 18.6%. So Debenhams had a steady growth in market(Debenhams, 2010) 2)
MACRO ENVIRONMENT– EXTERNAL ANALYSIS 2.1) PESTEL: a) Political: Factors | Impact
on the industry | Implications | Employment | In this recession time it is hard for the business to
survive | Job seekers may find it hard to get a job | Taxes | Changes in the Taxes | Due to increase
tax, the company had to increase the product price | E commerce | The Company provides online
shopping, customer services and gives order online | Better chance for increase global business and
customer satisfaction | Terrorism | Increase in number of terrorism and gang war in the country |
Affects the market growth and the economy of the company | Conclusion: The political factor plays
an important role in the success of the company. Political factor are external issues which affect the
growth of the company. Factors like the new government taxing and terrorism will surely affect the
development of the company. Economical: Factors | Impact on the industry | Implications | Oil Price
| Increase in import and export rate | It causes increase in the product price |

How Factors in the External Business Environment Influence...
Using an organisation you are familiar with; explain how factors in the external business
environment influence marketing strategies and outcomes
'Betfair betting exchange processes more than seven million transactions a day– that's more than all
European stock exchanges combined.'(Betfair, 2011) With this sentence we can observe the
magnitude and growth that an online gambling company like Betfair.com has achieved. To reach
this point they have dealt with many issues in their external environment and they have overcome
these problems through intelligence in their marketing strategies.
Marketing is 'the management process of anticipating, identifying and satisfying customer
requirements profitably' (CIM, 2011). Almost any company has to ... Show more content on
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What Betfair says is that these restrictions are against what customers want and that they lead to
market failure.
As Solomon et al (2009: 60) states '...global marketers must understand more complex political
issues that can affect how they do business and their potential for success'. The German example is
only one of the many different legislations which Betfair have to deal with, therefore when they
market their products in one specific country they have to know perfectly what kind of services are
prohibited in those countries to avoid legal issues with governments and consumers. When deciding
on international expansion they also need a sensitive analysis of the legislation in that country as it
might not be profitable to operate there if either their gross profit tax is very high, or if many
products like online casino are banned, or if betting large amounts of money are prohibited.
When Betfair segment their market they might do it by geography. This is where the socio–cultural
environment will affect their decisions and where a differentiated marketing strategy will be
necessary in each country. In many countries gambling is illegal and in more of them it is seen as
evil because people might get addicted and lose their resources via these betting companies, that is
why ethics becomes a topic of great importance to Betfair

Changes in the Environment Affecting the Marketing...
Changes in the environment affecting the marketing activities of Indian Industries
Marketing Management
The market environment is a marketing term and refers to all of the forces outside of marketing that
affect marketing management's ability to build and maintain successful relationships with target
customers. The market environment consists of both the macro environment and the
microenvironment.
The microenvironment refers to the forces that are close to the company and affect its ability to
serve its customers. It includes the company itself, its suppliers, marketing intermediaries, customer
markets, competitors, and publics.
The macroenvironment refers to all forces that are part of the larger society and ... Show more
For example, financial publics can hinder a company's ability to obtain funds affecting the level of
credit a company has. Media publics include newspapers and magazines that can publish articles of
interest regarding the company and editorials that may influence customers' opinions. Government
publics can affect the company by passing legislation and laws that put restrictions on the company's
actions. Citizen–action publics include environmental groups and minority groups and can question
the actions of a company and put them in the public spotlight. Local publics are neighborhood and
community organizations and will also question a company's impact on the local area and the level
of responsibility of their actions. The general public can greatly affect the company as any change in
their attitude, whether positive or negative, can cause sales to go up or down because the general
public is often the company's customer base. And finally those who are employed within the
company and deal with the organization and construction of the company's product
Macroenvironment
Demography refers to studying human populations in terms of size, density, location, age, gender,
race, and occupation. This is a very important factor to study for marketers and helps to divide the
population into market segments and target markets. As India is having one billion population and
the purchasing power of people and the number of such people being high than previous years the

How The Marketing Environment Globally Changed Over The...
ASSIGNMENT ONE
Program: Master of Business Administration
Subject Name: Clients and Markets
Subject Code: MCR005 (A)
Method / Type: Individual Assignment (Essay)
Group or Individual: Individual
Student ID: 1344341
Student Name: Nikesh
Total Marks: 25
Semester / Year: Two – 2015
Submission Date: Week Five (Friday 14th August midnight)
Lecturer's Name: Leanne McCoy
Discuss how the marketing environment globally changed over the last ... Show more content on
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Marketing methods have made major developments as web presence and social media have
continued to soar in their ability to influence consumer behaviour. As marketing companies continue
to gather consumers behaviours through online surveys, focus groups.(James Stone). Consumers
now get depth information about product or service via internet. Now organisations are providing
24/7 online services to their customers.
The American Marketing Association defines marketing as – It is the activity includes set of
institutions, and processes for creating, communicating, delivering, and exchanging offerings that
have value for customers, clients, partners, and society at large which adds to profits ( kotler &
keller, 2012). Marketing Management means the analysis, planning, implementation and control of
plans or programs designed to create, build and maintain beneficial exchange with target consumers
for the purpose of achieving organisational objectives. The objectives of marketing management are
to create demand through different means by providing information about the utility of product,
customer satisfaction, to increase market share and profit, to create goodwill and public image.
Today's marketers are focusing to maintain reputation in the eyes of their customers. The term of
marketing changes as the marketing environment changes. Now, marketing functions are not
limited. Customers are smarter and more

Various Global Marketing Environments
Various Marketing Environments
All the factors that are external to the organization form the marketing environment for it. These
factors also form the marketing environment when we talk about it in a global context. These factors
cannot be controlled, even though the marketers can influence these factors to some extent.
Social environment can have a great deal of effect on marketing globally. By the social environment
we mean the consumption trends of groups and individuals. The main factors that come under the
category of social environment are demographic and cultural trends. These two factors mainly
control the social environment for marketing. Economic environment consists of the relationship
between the production of goods and their purchase in a particular set up. The economic
environment also explains the consumption power of the customers. The market activities are also
influenced by the political and legal environment. This implies that the market will suffer if there
any potential threats and it will grow if the conditions are peaceful. Moreover the laws and
regulations of a particular country also constraint the activities of the marketers; however most of
the marketers are able to identify the opportunities that result from the regulations and political
trends (Vitullo–Martin, 1997).
If marketers want to make a good deal of profit, they need to keep a constant check on the
technological advances. Many innovative techniques have been introduced that have

Situation Analysis of International Marketing Environment...
Situation Analysis of International Marketing Environment
MKT362
Individual Assignment
[pic]
Written by: Ksenia Samsonova
For: Richard Cawley
Date: 25/10/2010
Table of Contents
1. Terms of Reference 3
2. Procedure 3
3. Findings 3 3.1 An analysis of the marketing environment for Spain 5 3.2 A SWOT analysis of
Marks & Spencer PLC for Spain 6
4. Recommendations 9
5. Appendices 11
6. Bibliography 20
1. Terms of Reference
This report will be carried out by Ksenia Samsonova, and it was prepared for Mr. Cawley. The main
aim of this paper is to give a situation analysis of Marks & Spencer in Spain from a view of a
marketing consultant. This ... Show more content on Helpwriting.net ...
This fact is increasing the importance of private label references. The importance of price is
resulting in the growing importance of discounters as a place to make daily purchases. Discounters
recorded a positive performance in 2009 and it is a good sign for Marks and Spencer. There is the
arrival on to the Spanish market of low–cost outlets such as Kiabi or Primark, and the good
performance of second–hand shops which will not have a significant change on opening M&S in
Spain. (Ibid)

Marks and Spencer's main competitor would be El Cortes ingles and Mercadona. Also, the Spanish
retail market continues to be dominated by small, mostly family–owned companies. However,
chained retailers increased in importance over the review period. In 2009, Mercadona led the
Spanish retail market, taking El Corte Inglés's position. Mercadona is benefiting from the dropping
price strategy in order to help Spanish consumers deal with the crisis. Also, the company is seeing
sales through its website increase at a strong pace. Meanwhile, El Corte Inglés has suffered from the
poor economic conditions mostly due to its overpriced image. (Ibid)
As seen in previous years, non–store retailing saw a much stronger performance than store–based
retailing in terms of growth in value sales. This was due to the strong performance of Internet
retailing, albeit from a still very low base. The growing popularity of online shopping is a
consequence of the

Nike: An Analysis Of The Marketing Environment Of Nike
3.0 Marketing Environment
3.1 Microenvironment
Competitors There are few actors in the microenvironment of the company. First of all, the biggest
threat that faces Nike is competition from other large sporting good companies such as Adidas and
Puma. The sports apparel market will retain its consistent growth, therefore, focusing on control of
the market is the most important step for Nike. As the industry is made up of a few large companies
with similar products it is critical that Nike is able to differentiate itself from the others with better
technology, higher quality products, and a stronger sense of environmental and social responsibility.
(Gary Gonzalez. 2011)
Customers Next, there is no other way about it, a large part of Nike's success is based on the
perception of the brand. As a manufacture of goods, Nike is dependent on customers buying its
products. They need people that will purchase, and continue to buy Nike products over and over
again. Not only do they need to worry about establishing brand loyalty, but they also need to focus
on getting customers to choose Nike over the competition. By creating the image of Nike as the
premier sporting goods brand, they empower their customers to feel like they are the premier
athletes; Nike is selling more than a product, they are selling an image. (Gary Gonzalez. 2011)
Suppliers ... Show more content on Helpwriting.net ...
Nike's resellers in the market intermediaries are all around the world which helps Nike to sell all
their products to the customer directly. Meanwhile, physical distribution firms helps Nike company
to store products in warehouse and distribute the products to the retails shops. Besides that, Nike's
marketing services agencies helps the company to conduct market research for product improvement
and promote their products to the publics through advertisement to attract customer on the
advantage of the

Global Marketing Environment and Country Road
1.01. Introduction:
In this report I will analyse Country Road Clothing Company (CR) and the CR customer.
Specifically, I will be analysing the marketing environment and Country Road's approach to this
environment and how CR market to their customers. I will look it why the marketing in Australia is
so successful but how this same success was not translated in overseas markets. I will also discuss
the different macro and micro environmental influences to this failure in the U.S. markets and make
recommendations on how CR might have learnt from previous marketing mistakes and show how
they are striving for success in the future.
1.02. Critical evaluation of the chapter:
Kotler describes the Marketing environment as " The actors and ... Show more content on
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Thus, Country Road was established.
The women's fashion range became a look that epitomised Australian style and Country Road
quickly grew from a basic manufacturer and small time retailer, to a leader in Australian fashion
retailing. In just 6 years, Steve Bennett secured distribution in retailing giant Myer Emporium and
opened 10 retail stores. In 1981, the Myer Emporium purchased the company (Kerr & Sarina
2007).
CR expanded to include a menswear range in 1984 and they made the first move into an overseas
market and opened stores in New Zealand. They continued to go enjoy financial success and tried to
capitalise on growing market share by expanding into accessories, which was followed 2 years later
by launching a range of home wares.
Country Road had now become a major retailer, creating a one stop shop for your entire home and
clothing fashion needs, a mini department store that dominated the retail sector and offered a
"quintessential Australian" style (Country Road 2009).
3.01. The Country Road Customer in Australia:
CR worked very hard at capturing the essence of the Australian lifestyle and design clothing that
reflected it. They developed the brand on providing "simple, uncluttered clothes" (Women's Wear
Daily, 1997). Since Country Road inception, marketing focus has been directed towards middle to

upper socio–economic demographic, this hasn't changed in 36 years. Country Road continuously
talk to a

Prince Sports: Challenges in the Marketing Environment
Prince Sports: Challenges in The Marketing Environment
Brittany Pimpinella
Empire State College
Abstract
Prince Global Sports started out as an unintentional creation of an oversized tennis racquet that
Howard Head created all because the thought of simply larger tennis racquet because the game of
tennis was too complex to him. His creation launched a money making company later to be known
as Prince Sports INC. This company had grown so much they expanded into the footwear, tennis
gear, running gear, accessories, sports bags and many more products that had competitors leaving
the market. Prince had learned that creating items and selling them wasn't as easy as it was thought
out to be, the constant struggle of needing newer ... Show more content on Helpwriting.net ...
In 1976, Head decided to buy Prince Sports Manufacturing Co which was the small business that
was created in 1970. This is where Prince had designed a machine used to throw tennis balls. Head
envisioned himself using this company to sell his oversized racquet. The best marketing for Head's
company was when Pam Shriver, a 16 year old boy had used Heads creation to win the U.S Open
Tennis Finals. This had made Heads creation of the oversized racquet become international. The best
source of marketing comes from experience, consumers experience and word of mouth. This little
creation, where the racquet was a little bit larger, adding much more control of the racquet and ball,
had gone so global that Head was now at the top of the global tennis racquet industry. "Prince was
able to generate some of the highest profit margins in the industry because its rackets were protected
by a patent. In addition to its aluminum racket, Prince was able to boost profit margins by
introducing 108–inch rackets made of exotic materials like magnesium (selling for $115 in the early
1980s), graphite ($250), and high–strength boron ($450). By 1980 Prince was generating revenues
at a rate of more than $30 million annually. Sales for 1981 topped $35 million before increasing 60
percent to nearly $57 million in 1982. In 1983, Prince's revenues stabilized some, rising 13 percent
to about $64 million" (International Directory of Company Histories, 1996).
Like previously stated every

Explain The Marketing Environment Of Nike
The marketing environment impacts and surrounds upon theorganizations.The collection of non–
marketingwill influencing that have an impacts on a marketing manager's aim with customers. The
overall for the market environment for a business or organisation is made up of the
macroenvironment and microenvironment. Macroenvironment is consists of broader societal
influence while the microenvironment is includes company related influences.
2.1.1 Microenvironment In market environment include microenvironment and macroenvironment.
Most important factors of microenvironment of business are competitors, suppliers, public,
marketing intermediaries, customers and the company.
The competitive environment refers the number of competitors, an organisation ... Show more
The Nike shoes concern about Green environment like reuse a shoes represented the overall policy.
Nike launch its initial sustainability policy in the early, such as reduction of carbon emissions and
elimination of waste like cost of human resource. Their group maintains responsibility for Reuse–a–
Shoe, and continues to work with other business. In order to sustain the business, we must follow
the goals.
The socio and political environment is the consumer want to changing their lifestyle. Since 70s,
Nike has bring a trend that make those consumer are more branded–minded and the these issued are
making them changing more oriented and fashion. They are a fair amount of rules and legislation in
Malaysia for every industry to follow for supports statement that the Malaysian government has set
up an organization called "SIRIM" to test product safety for

The Marketing Environment
Executive Summary
This report aims to discuss the three parts of the marketing environment; The macro–environment,
the micro–environment and the internal environment in relation to the Apple Watch which has yet to
be released. The report will look at the possibility of success for the Apple watch in the UK market
once it is released and how the levels of the marketing environment impact this success.
In the report the threat of competitors in the micro–environment is stressed as the most considerable
factor in Apple's success with their Apple Watch due to their late entry in to the market, whilst also
considering other factors from both the micro–environment and the internal environment. The role
of economic factors, technological factors and social factors will be discussed in the macro–
environment section of this report. In the micro–environment the report discusses competitors and
suppliers whilst in the internal environment section, the effect of employees is spoken about in terms
of how they can potentially aid the companies success.
Table Of Contents
Introduction 4
Method 5
Analysis and Interpretation 6 The Macro–Environment 6 Economical 6 Technological 7 Social 8
The Micro–Environment 9 Competitors 9 Suppliers 10 The Internal Environment 11 Employees 11
Conclusions 12
Recommendations 13
References 14
Appendix 17
Introduction
Apple are

External Factors Linked To The Marketing Environment
Environmental factors
Answer 1 (a)
The two forces of marketing are internal as well as external. Internal which include finance as well
as human department as well as external factor are business competitors, suppliers, economic as
well as political situation. The two types of marketing are macro as well as micro environment are
beneficial to discover marketing more efficient. Let 's find out more about several the vital aspects
linked to marketing environment.
INTERNAL FACTORS
The components linked to organisation internal environment are such as organisational Culture,
human Resource, management as well as financial Strength (Strategic Planning: Environmental
factors in strategic planning, n.d).
 Organisational Culture: The tradition within the company is a vital element for a successful
business. The mind–set of employees as well as volunteers, moreover their potential will creates a
major difference. Negative mind set could badly influence on the organisation potential to carry out
strategies. Positive mind set of employees as well as volunteers will not just create the management
activity much easier however it could be noticed as well as valued by consumers of the organisation
as well as members of organisation.
 Human Resource: The knowledge, experience as well as potential of company employees are the
major component of success. Therefore, company should devote special focus to the recruitment of
employees as well as get involved in the training to create

The Marketing Environment: Wal-Mart Corporation
The Marketing Environment: Wal–Mart Corporation The Marketing Environment: Wal–Mart
Corporation Wal–Mart is one of the world's greatest assets to most people. It provides consumer's a
place they can go to virtually get anything they need from, car repairs, to groceries, prescription's,
even the latest toys and electronics. With all that said, this paper relates to the different forces in
business that affects business: competitive, economic, political + legal + regulatory, technological,
cultural + social, demographic, and natural forces. Although there are technically seven we are
going to focus on competitive, political, technological, and natural forces. Competitive Force Wal–
Mart is the world's largest retailer and second ... Show more content on Helpwriting.net ...
Wal–Mart will continue to find and edge, but not only to better it business through technology, but
also to better itself to make more profits from consumers through technology. Wal–Mart has entered
into a partnership with six major Hollywood studios to sell digital movies and television shows on
its web site, www.walmart.com/videodownloads. The retail chain will partner up with some of the
biggest studios including: Walt Disney, Warner Brothers, Paramount, Sony, 20th Century Fox, and
Universal to become the first traditional retailer to sell movies and television downloads.4 This will
assist Wal–Mart in continuing to stake claim into different consumers' wants and needs. Wal–Mart
continues to try and be the one stop destination for everything one might need. If you can sale it
anywhere where else, just buy it at Wal–Mart. Demographic Forces Wal–Mart is obviously
appealing to most, however numbers state that 80% of US residents shop at Wal–Mart at least once
a year. Each week, 100 million consumers visit Wal–Mart's US stores–"more than one–third of the
US population." Do to frequent Wal–Mart customers shopping studies show a strange demographic
trend. Most Wal–Mart customer's average incomes are below the national average. Analysts have
estimated that more than one–fifth of Wal–Mart's US customers have no bank accounts, twice the
national rate. Wal–Mart

The Effect Of International Marketing Environment On...
The importance of "Marketing" as a concept, a practice and an orientation as being fundamental to
the competitiveness and the survival of any business entity cannot be over emphasis in today's
business environment. (Kotler, 2011). Most businesses are expanding and getting into new market
areas for economic and strategic reasons and it is becoming increasingly difficult, if not possible, for
companies to insulate themselves from the effect of international marketing environment, even if
their products are designed for purely local environment.
For any marketing plan to be successful, it must take into account all the various factors that can
directly or indirectly affect the marketing activity which is usually done through Political,
Economic, Social and Technological analysis commonly known as the PEST analysis. (Kotler,
2011) . It addition to conducting PEST analysis the plan should also include the four areas that is
widely known as the marketing mix or fours P's. Product, Price, Place (distribution) and Promotion.
(Net MBA, 2010) . Figure 1: The four "P" of Marketing.
Source: http://www.netmba.com/marketing/mix/
The implementation of the marketing plan must have the support and commitment of the top
management and the participation of all staff who must collectively work as a team in order to
achieve various target set, which usually consist of Financial, Social and environmental. It therefore
goes without saying that organizations have responsibilities that go

E-Marketing Environment in Present Scenario
E–MARKETING ENVIRONMENT IN PRESENT SCENARIO
*Mr. Prashant Sharma (A.P, Mgt.Deptt. DIMS, Meerut.)
*Dr.Gaurav Kaushik (HOD, Mgt.Deptt, DIMS, Meerut.)
ABSTRACT
E– marketing is popular nowadays worldwide. Through the help of Internet companies interested in
selling goods and services can easily penetrate into the homes and offices of prospective buyers.
Companies can measure their marketing related statistics easily and relatively inexpensively. Certain
drawbacks such as information security related issues are of prime concern. Online banking is on
constant rise Online advertising techniques have been dramatically affected by technological
advancements in the telecommunications industry. In fact, many ... Show more content on
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Automated different content
With automated different content in Internet marketing and geomarketing, the delivery of different
content based on the geographical geolocation and other personal information is automated.
Advantages
Internet marketing is relatively inexpensive when compared to the ratio of cost against the reach of
the target audience. Companies can reach a wide audience for a small fraction of traditional
advertising budgets. The nature of the medium allows consumers to research and purchase products
and services at their own convenience. Therefore, businesses have the advantage of appealing to
consumers in a medium that can bring results quickly. The strategy and overall effectiveness of
marketing campaigns depend on business goals and cost–volume–profit (CVP) analysis.
Internet marketers also have the advantage of measuring statistics easily and inexpensively. Nearly
all aspects of an Internet marketing campaign can be traced, measured, and tested. The advertisers
can use a variety of methods: pay per impression, pay per click, pay per play, or pay per action.
Therefore, marketers can determine which messages or offerings are more appealing to the
audience. The results of campaigns can be measured and tracked immediately because online
marketing initiatives usually require users to click on an advertisement, visit a website, and perform
a targeted action. Such measurement cannot be achieved through

Marketing And Marketing Environment : Marketing Strategy...
Synopsis of Article
The article begins by asserting that changes over time in the marketing environment have led to the
need for marketers to play multiple roles such as that of a strategist, technologist, and scientist. Until
now, marketers experienced issues when marketing ambitions and the company's capabilities are not
paralleled. This gap has served as the driving force behind an innovative approach to marketing
which combines the function of marketing with all other functions that it intersects with such as
sales, finance, IT, etc. This, however, presents problems such as break downs in communication,
stalled processes, and blurred boundaries. More modern and innovative companies have moved
toward marketing that is more collaborative and interactive which increases the value and
effectiveness of marketing efforts. A more effective approach would be to identify, focus on, and
improve the critical decision processes. The three categories of marketing related decisions are
strategy and planning, execution, and operations and infrastructure. Because these decisions are
positioned at the juncture of different functions, they cannot be made by marketing alone. Some
decisions require collaboration of marketing with "sales, product management, pricing, analytic
groups, IT, or other functions."
Redesigning the decision process can involve several steps including a decision x–ray, which is an
in–depth review of the current decision making process to identify how

Evaluation Of Information From The Wider Marketing...
Environmental audit Environmental audit, which is the systematic collection and evaluation of
information from the wider marketing environment which might affect the organisation and its
strategic marketing activities, is undertaken by marketing planners (pg. 333, Marketing Planning
2007–2008, Karen Beamish, Ruth Ashford). It is undertaken on a daily basis as it is considered to be
very important for reputation management and public relations. Marketers should be aware of the
changes in environment that could potentially bring impact on factors like customers, competitors,
suppliers and markets. Although, the organisations are unable to control the players of the
environment, gathering information on what is going around the environment ... Show more content
on Helpwriting.net ...
The company could damage its image in market if any delay occurs due to political unrest in these
parts of the world. Economical: After the world was hit by recession in late' 00, it is gradually
improving its economic stability. Oil prices have hit record high in past years causing inflation in
world's economy. Under such conditions, consumer's purchasing power has reduced; as such they
are not willing to spend money on electronic goods. Growth of unemployment rate in USA and
Europe is a growing concern in recent years. Also currency exchange rate is really fluctuating in the
course of recession, especially rate of dollar against euro and pound. According to the financial
times, it is expected that US economy will take longer to recover from recession than any other
countries in the world, resulting the loss in the value of US dollar. Social: Health & safety and
environmental protection have come up as major issues in today's society in where Apple runs its
business. Today electronic industry would require further more certification and testing, resulting in
the increase in the cost, in order to reduce the impact of high–tech trash on the environment. A
number of rules to safely dispose the electronic goods have been implemented in several countries
where Apple operates its business which may adversely affect the financial condition of the
company. Particularly, European Union adopts this regulation, where Apple shares a big

Chapter 3
The Marketing Environment
Learning Objectives
1. Describe the environmental forces that affect the company's ability to serve its customers.
2. Explain how changes in the demographic and economic environments affect marketing decisions.
3. Identify the major trends in the firm's natural and technological environments.
4. Explain the key changes in the political and cultural environments.
5. Discuss how companies can react to the marketing environment.
Chapter Overview
In order to correctly identify opportunities and monitor threats, the company must begin with a
thorough understanding of the marketing environment in which the firm operates. The marketing
environment consists of all the factors and forces ... Show more content on Helpwriting.net ...
It involves people, and people make up markets.
b. Changes in the world demographic environment have major implications for business.
c. The single most important demographic trend in the United States is the changing age structure of
the population.
d. Figure 3.3 shows the seven generational groups in the United States.
i. The post–World War II baby boom produced 78 million baby boomers, born between 1946 and
1964.
a. The baby boomers have become one of the most powerful forces shaping the marketing
environment.
b. Today's baby boomers account for about 28 percent of the population, but earn more than half of
all personal income.
c. Baby boomers cross all walks of life, creating a diverse set of target segments for businesses.
d. Boomers span a 20–year age range, and almost 25 percent of boomers belong to a racial or ethnic
minority.
ii. The baby boom was followed by a "birth dearth," creating another generation of 49 million
people born between 1964 and 1976. They are called Generation X, because they lie in the shadow
of the boomers and lack obvious distinguishing characteristics.

a. They are defined as much by their shared experiences as by their age. Increasing divorce rates and
higher employment for their mothers made them the first generation of latchkey kids.
b. They have developed a more cautious economic outlook. They care about the environment and
respond

The Dynamic Nature Of The Marketing Environment
I am creating a detailed assignment In view of the dynamic nature of the marketing environment and
to what extent are consumers considered to be, in practice, central to marketing activities? I am
firstly going to go into depth about what marketing actually is then breaking that up into sections to
investigate around the question asked, branching off to explain about what the dynamic environment
is and what the four P's represent, marketing and the consumer and finally to create a conclusion to
the question. Andrew Cohen (President, The A team) said ''Marketing is meeting the needs and
wants of a consumer.'' There are many different definitions of marketing, most surrounding the same
point, which is exactly what Cohen's definition states– ... Show more content on Helpwriting.net ...
Two of the main levels of the marketing environment are Micro and Macro environment; these are
what the marketing environment actually consists of.
Microenvironment– microenvironment surrounds the factors that are close a company that affects
their ability to serve their customers, this would include; Customers, suppliers, competitors, other
departments within the company, general public, marketing intermediaries and finally members of
the distribution channel. These are all forces that closely influence the company and they have a
direct affect on the organizations relationship. The suppliers of a company are a part of the
microenvironment as even if there is a slight delay in receiving any supplies off the suppliers can
result in the customers not being satisfied. Marketing intermediaries are the people that are helping
to promote and sell the companies products. Competitors include companies that are offering the
same or similar products, for example; Morrisons, Tesco and Asda are all in competition with each.
It is in the company's best interest to develop a strategic advantage over their competitors,
encouraging customers to come to them not their competitors. This would include Tesco giving you
vouchers for any price difference with their competitors ( if your total bill comes to more than it
would in one of the competitor stores then you are given the

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