Understanding Marketing Environment Forces Affecting Companies
Explore the microenvironment and macroenvironment forces that impact a company's marketing strategies. Learn how internal and external factors shape business success and relationships with customers in today's dynamic market.
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Libyan International Medical University Faculty of Business Administration The Environmental Forces That Affect a Company Arwa Fawzi Ghaith 3275 Arwa_3275@limu.edu.ly 6thof April, 2022
Objectives After this presentation hopefully you'll be able to: Define Marketing Environment in a company Define Microenvironment and what it consists Define Macro Environment and what it consists 1
Table of Contents 01 02 Microenvironment Introduction What is a Company s Marketing Environment? 05 04 Summary 03 References Macroenvironment 2
Introduction What is a Company s Marketing Environment? A company s marketing environment consists of the actors and forces outside marketing that affect marketing management s ability to develop and maintain successful relationships with its target customers. The marketing environment consists of a microenvironment and a macroenvironment. 3
Microenvironment The microenvironment consists of the forces close to the company that affect its ability to serve its customers. It includes: The Company Suppliers Marketing Channel Firms Customer Markets Competitors Publics 4
Macroenvironment The macroenvironment consists of the larger societal forces that affect the whole microenvironment It includes: Demographic Forces Economic Forces Natural Forces Technological Forces Political Forces Cultural Forces 6
Summary The company s marketing environment can be divided into the microenvironment and the microenvironment consists of other actors close to the company that combine to form the company s value delivery network, it includes the company s internal environment. As for the company s macroenvironment it consists of six forces that shape opportunities and pose threats to the company microenvironment. macroenvironment. The that affect the entire 8
References Kotler, P., Wong, V., Saunders, J., & Armstrong, G. (2004). Principles of Marketing: European Edition (Pie) (4th ed., Vol. 3) [E-book]. Financial Times/ Prentice Hall. 9
Thanks! Any Questions? CREDITS: Diese Pr sentationsvorlage wurde von Slidesgo Slidesgo erstellt, inklusive Icons von Flaticon und Infografiken & Bilder von Freepik Flaticon Freepik 10
