Anything and everything you see around yourself
starting from the Sun , trees, buildings to your smartphone and laptop is
environment. In other words the surrounding around us is called environment.
But there is another environment from marketing standpoint and we should know
that not only because we are students of marketing but also because we are also
part of that marketing environment.
But why is it so important??
Because success or failure of any entity depends
upon the degree of adaptability it can attain with respect to its
environment.
Marketing Environment can be of two types viz. Micro
Environment and Macro Environment.
 |
Marketing Environment
|
Micro Environment mainly
refers to the 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
public.
Macro Environment on the other hand refers to all forces that
are part of the larger society and affect the micro environment. It includes
concepts such as demography, economy, natural forces, technology, politics, and
culture.
There is another type of
environment called Internal Environment where the company itself is is the
environment for the employees working over their.
So, what are the
components of Micro Environment?
1. Customers:
- Government or Non-profit customers
- Reseller customers
- Overseas customers
- Domestic customers
- Consumers
2. Competitors:
- Brand Level
- Product Level
3. Intermediaries:
- Place utility
- Time utility
4. Vendors/Suppliers
What are the components
of Macro Environment?
Well these components
are on a huger scale and the company has no influence or control over them.
These are:
1. GDP of a country
2.Per capita income
3.Purchasing power of
people
4.Social environment
5.Cultural Environment
6.Legal and Political
Environment
7.Demographic
Environment
8.Technological
Environment
9.Natural Environment
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