Ict in market research and ict in market researchand ict in market research marketing notesmarketing notes e marketing emarketing is the process of marketing a brand using the internet. Lecture notes, lecture 2 analyzing the marketing environment. These factors or forces influencing marketing decisionmaking are collectively called marketing environment. Firms must be well aware of its marketing environment in which it is operating to overcome the negative impact the environment factors are imposing on firms marketing activities. Green, environmental and eco marketing belong to the group of approaches which seek to address the lack of fit between marketing as it is currently practiced and the ecological and social realities of the wider marketing environment. Marketing of products and services of the countries. Bcom 1st 2nd 3rd year books notes free pdf download. After completing this chapter, student should be able to understand. International marketing environment challenges and. Mba marketing management full notes pdf introduction to marketing management pdf. The important special problems in international marketing are. Environment is made of such controllable and uncontrollable forces. Green marketing is the marketing of products that are presumed to be environmentally safe.
Therefore, it is in the interest of organisations to scan their marketing environment to deal with any possible threats from the market and to capitalise on any available opportunities. The term marketing management consists of two different words, marketing and management. The marketing environment defines a framework of internal and external factors that are related to an organization and have influence on it. From the micro point of view, a business is an economic institution, as it is concerned with production andor distribution of goods and. According to philip kotler, a companys marketing environment consists of the factors and forces outside marketing that affect managements ability to build and maintain successful relationships with target customers. Learning objectives after studying this chapter, you. The internal environment is companyspecific and includes owners, workers, machines, materials etc.
Marketing environment study notes your article library. Global marketing environment can simply be defined as all the factors and forces inside or outside an organization or company which affects the marketing strategy to build and maintain successful relationships with targeted customers. The factors and forces within the marketing environment can be classified as belonging to the internal environment, the micro environment, and the macro environment. The external environment is further divided into two components. Marketing lecture notes dimitris drosos lecturer technological education institute of piraeus. Mmm national council of educational research and training. Marketers have to interact with internal and external people at micro and macro level and builds internal and external relationships. Marketing environment macro and micro components and their impact on marketing decisions. There will be three sections of the question paper. A variety of environmental forces influence a companys marketing system.
Marketing environment marketing management business. Class notes the marketing environment free download as word doc. The internal environment refers to the forces that are within the organization and affects its ability to serve its customers. Mba notes international marketing environment question. Aggressive actions to affect forces in the environment. This is done within the framework of opportunities and threats in the external environment. Nike also designs, contract manufactures, distributes and sells sports apparel and. Micro and macro marketing environment business study notes. Technological, political and cultural shape marketing opportunities, pose threats and affect the companys ability to build customer relationships. International marketing exam notes marketing and marketing management marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
According to philip kotler, marketing environment refers to. The marketing environment offers both opportunities and threats. International business an overview content outline introduction. The marketing environment of a business consists of an internal and an external environment. Structure of the marketing environment the consumer. Master of business administration is one of the popular, twoyear professional courses which is the ever demanding one in india mba. Firms perceive competition as an important component that affects their marketing activities. International marketing exam notes marketing and marketing. Find materials for this course in the pages linked along the left.
This chapter explains the external environmental factors, including. Concept, evolution and scope of marketing management. The business environment changes continuously and businesses need to adapt to it to sustain and prosper. Analyzing the marketing environment the companys microenvironment the companys macroenvironemnt the demographic marketing environment the economic environment the natural environment the technological environment the political and social environment the cultural environment responding to the marketing environment. Marketing mix, marketing strategy and demand concepts as d. Marketing environment surrounds the organization and it impacts upon the organization. The number of firms in an industry affects the level of competition.
The macro environment consisting of wider societal authorities, and the micro environment which incorporates. Scribd is the worlds largest social reading and publishing site. The marketing environment includes the actors and forces outside marketing that affect marketing managements ability to build and maintain successful relationships with customers. Learning objectives after reading this chapter, you should be able to. It comprises all those forces which have an impact on market and marketing efforts of the enterprise. Global marketing environmental factors affecting marketing. It is the responsibility of the marketing manager to change the companys policies along with the changing environment. Lecture notes marketing management sloan school of. Class notes the marketing environment marketing economies. It is the environment that determines favourable or unfavourable conditions, and hence, provides either opportunities or threats and challenges.
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. In addition to the functions commonly associated with it, such as advertising and sales promotion, marketing also encompasses product development, packaging. In section a there will be 10 short answer questions of 2. The marketing firm operates within a complex and dynamic external environment. The first section of international marketing offers an overview of a discussion of the global business, marketing opportunities and challenges of global environments, confronting the marketer. Within the context of this course, the term marketing process and strategy therefore refers to all.
Mba is an internationally accepted master of postgraduate level degree. Hence understanding the business means understanding its environment. The term marketing environment refers to the forces and factors that affects the organization ability to built and maintain good relationship with its customers. Degree of ones success, to a large extent, depends on effect of marketing environment and ability of the firm to respond effectively. The major impact is upon the relationship of the company with the customers, the micro environment and the macro environment constitute the marketing environment. Mba full form is masters of bussiness administration.
Notes on marketing environment internal and external marketing environment controllable and uncontrollable factors affecting marketing. The marketing environment refers to all of the internal and external forces that affect a marketer s ability to create, communicate, deliver and exchange offerings of value. Mba marketing management full notes pdf download mba 2nd. Introduction to marketing enviornment mba knowledge base. It is the task of the marketing oriented organisation to link the resources of the organisation to the requirements of customers. Environment refers to all external forces which have a bearing on the functioning of business. Lecture notes, lecture 2 marketing environment studocu.
Some of them are controllable while some others are uncontrollable. Changes in the environment can be monitored through environmental scanning and environmental analysis. Summary complete lectures summary of intro to marketing lectures seminar assignments situation analysis for pure blonde introduction to marketing lecture notes, lectures week 4 6 placement and promotion hints marketing in practice assignment lecture 1 marketing. Also describe various elements of international marketing environment. Introduction to marketing enviornment marketing is a general term used to describe all the various activities involved in transferring goods and services from producers to consumers. What do you mean by international marketing environment. To develop effective marketing strategies, we must first understand the environment in which marketing operates. In many exchanges, people trade tangible goods for money. Marketing is the delivery of customer satisfaction at a profit. Marketing relation to business tutor2u, 2012c if you look at figure 1, you will notice that there are a number of other terms related to marketing that you may be unfamiliar with. Exchanges in marketing are consummated not just between any two parties, but almost always among two or more parties, of which one or more taken on the role of buyer and one or more, the role of seller. The attached pdf file will help you in your studies for business environment and help you clearing.
Some of these factors are controllable while some are uncontrollable and require business operations to change accordingly. Marketing is enveloping trend in modern competitive world as it contributes greatly for the productivity of firms. International marketing exam notes marketing and marketing management marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways. Pdf an important contribution to the literature on perceived environmental. Marketing activities are influenced by several factors inside and outside a business firm. Lecture notes, lecture 2 marketing environment 1003mkt studocu. The overall marketing environment is the snowballing form of the aspects that encapsulate inside themselves the capability of a firm to bond with the customers and also, the strength of the product as a driver of development to the firm. Marketing environment is made up of microenvironment and macroenvironment. This involves the observation and examination of primary.