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THE MARKETING ENVIRONMENT

It consists of the participants and the external forces affecting those activities.

the ability of management to establish and maintain successful relationships with customers

meta.

The marketing environment is made up of a Microenvironment and a Macroenvironment.

MICROENVIRONMENT

It consists of the participants close to the company that affect its capacity.

to serve its customers, including the company itself, suppliers, the intermediaries of

marketing, customer markets, competitors, and audiences.

According to Kotler and Armstrong, 'The microenvironment includes all participants close to the

companies that affect, either positively or negatively, their ability to establish the

relationships with their clients and consumers and create value for them.

Figure 1: Main forces of the company's microenvironment.

1.1. Company:

In the design of its plans, management takes into account other groups in the company.

such as top management, finance, research and development, all these groups

interrelated form the internal environment. Senior management establishes the mission, the

objectives, general strategies, and company policies. The marketing directors

They make decisions according to the strategies and plans designed by senior management.

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Suppliers are an important link in the value transfer network of

the company to the customer. They provide the resources that the company needs to produce its goods

and services. Problems with suppliers could seriously affect Marketing.

The department directors must be aware of the availability of supplies, but

also of the costs. The scarcity of supplies or delays in delivery, natural disasters and

other events can affect costs in terms of short-term sales and harm

the long-term satisfaction of customers.

Example: 'Desktop and whiteboard manufacturers, Epson multimedia projectors'

1.3. Marketing Intermediaries:

Marketing intermediaries help the company to promote, sell, and distribute its

goods to end consumers and include distributors, physical distribution companies,

marketing services agency and financial intermediaries.

Distributors:

They are companies in the distribution channel that help the company locate customers or to

sell them, among them are wholesalers and retailers, who buy and resell the

merchandise.

1.3.2. Physical distribution companies:

They help the company store and transport goods from a point of origin to their destination.

destination.

1.3.3. Marketing service agency:

They are market research companies, advertising agencies, media companies.

communication and marketing consulting companies that allow the organization to

direct and promote your product in the right markets.

1.3.4. Financial intermediaries:

These include banks, credit companies, insurance firms, and other businesses that

they help finance transactions or insure against the risks associated with the purchase and

sale of goods.

1.4. Competitors:

The concept of marketing states that to be successful, a company must offer more

value and satisfaction to their customers than their competitors. Thus, marketers must do

something more than just adapting to the needs of target consumers. They have to

achieve, moreover, a strategic advantage by positioning its offers more strongly than the

competitor offers in the minds of consumers. No competitive strategy

Marketing is better in itself for all companies. Every company should take into account

it accounts for its size and position in the industry, in relation to competitors. The large

companies with dominant positions in an industry use certain strategies that

smaller companies are unable to afford.

Clients

Customers are the most important in the company's microenvironment. The objective of

Every value transfer network consists of attracting target customers and creating relationships.

solid of them.

The company could cater to one or all five types of customer markets.

1.5.1. Consumer markets: They consist of individuals and households that purchase.

goods and services for personal consumption.

1.5.2. Business markets acquire goods and services: For their processing

industrial, or to use them in their production process.

1.5.3. Distributor markets buy goods and services: To resell them to

change of a profit.
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1.5.4. Public sector markets: They are formed by government agencies that

they buy goods and services to provide public services or to transfer them to those who do

they need.

1.5.5. International markets: They consist of buyers in other countries,

including consumers, producers, distributors, and governments.

Each type of market has special characteristics that the seller must study with

careful.

1.6. Public:

The company's marketing environment also includes various audiences. An audience

It is a group of individuals who have a real or potential interest or impact on the ability to

an organization to achieve its objectives. We identify seven types of audiences.

1.6.1. Financial publics: This group influences the company's ability to obtain

funds. Banks, investment analysts, and shareholders are the main audiences.

financial.

1.6.2. Media audiences: This group transmits news, articles

journalistic pieces and editorial opinions. It includes newspapers, magazines, and stations

television, blogs, and other Internet media.

1.6.3. Government audiences: Management must take into account the projects of

government. Marketers often have to consult the company's lawyers

about matters such as product safety and the truthfulness of advertising, among others.

1.6.4. Citizen action audiences: The marketing decisions of a company

they could be questioned by consumer organizations, environmental groups, groups

minorities and others. Their public relations department would help you stay in contact

with groups of consumers and citizens.

1.6.5. Local audiences: Include neighborhood residents and organizations of the

community. Large companies usually create departments and programs that solve

situations with the local community that provide support to the community in general.

1.6.6. General public: Companies must take an interest in the attitudes that the

general public towards its products and activities. The image that the public has of the

company influences its purchases.

1.6.7. Internal audiences: This group includes workers, managers, volunteers, and the

board of directors. Large companies use newsletters and other means to inform and

motivate their internal audiences.

2. MACROENVIRONMENT

External and uncontrollable forces by the company. To analyze them, we need to have

account.

Figure 2: Main forces of the Company's Macroenvironment.

2.1. Demographic Environment:

Demography is the study of human populations in terms of magnitude,

density, location, age, gender, race, occupation and other statistical data. The environment

Demographic is of great interest to marketers, as it relates to human beings.

humans, and they make up the markets. The world population is growing at a rate

explosive. Currently, it exceeds 7.2 billion and is expected to surpass 8,000.

millions for the year 2030.6 The enormous and diverse population of the world poses both

opportunities as challenges.
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2.2. Economic Environment:

Marketers require purchasing power and customers. The economic environment consists of

financial factors that influence purchasing power and spending patterns of

consumers. Marketers must pay close attention to the main trends and to

the spending patterns of consumers, within their markets and in their markets

worldwide.

According to the authors Kotler and Armstrong, "The economic environment can pose both

opportunities as threats.

2.3. Natural Environment:

The natural environment encompasses the natural resources that marketers need such as

supplies or those affected by marketing activities. Environmental interests have

grown at a constant rate over the past three decades. In many cities around the world

air and water pollution has reached dangerous levels. The concern

global risks from climate change continue to rise and many

Environmentalists fear that soon we will be buried in our own garbage.

2.4. Technological Environment:

The technological environment is perhaps the most powerful force determining our

destination.

Forces that develop new technologies, thus creating new products and

market opportunities. It has generated combined benefits such as the automobile, the

television and credit cards. Our attitude towards technology depends on whether we

are more impressive for their wonders or their errors. New technologies can offer

excellent opportunities for marketers.

2.5. Environment Policies:

Marketing decisions are significantly influenced by the situation in the

political environment. The political environment consists of laws, government institutions and

pressure groups that influence different organizations and individuals in a certain

society and limit them.

2.6. Cultural Environments:

The cultural environment is made up of the institutions and other forces that influence.

the values, perceptions, preferences, and fundamental behaviors of a society.

According to the Authors Kotler and Armstrong, 'Cultural factors affect in a way'

important the thinking and consumption of people. Due to this, marketers

they are very interested in the cultural environment.