Marketing Micro and Macro Environment

Erdem Emanuel

1. Assessed Coursework

10/10/2013

Marketing Micro- And Macro-Environment

What is marketing? Well, many people think that marketing is only about promoting and advertising a product to increase the sales and in a certain way “manipulate” the consumer in order to make a huge profit. But those people are really wrong or just don’t understand much about marketing which is for me more a “science” and much more complicated than only to try to sell a product; it is a very important activity that everyone in a company should at least understand. Nowadays, successful companies put the customer at the center of their activity. That means everything is focused on the customer. The company’s main goals and achievements are all based on extensive research, analyzing and defining or even creating the needs of the market (the customer) in order serve and respond at best to the consumer. The purpose is to create beneficial lasting customer relationships and brand loyalty. In order to understand marketing in more detail one should understand the very fast and always changing marketing environment. The marketers (or even employees of another department) are always confronted with it while working in a company. They have to continually watch and adapt themselves in order to be up to date with the actors and external factors which affect the ability of maintaining successful customer relationships. The Micro-Environment is formed by actors and factors directly related to the company or a product. The actors of the micro-environment are: the company, suppliers, marketing intermediaries, competitors, publics, customers. In the following I would like to give you examples for each actor in relation to a product of which I had to simulate the launching on the Belgian market last year. It was yogurt with 4 different flavors extracted from flower aromas. (Kotler, 90)1 The company: For my product last year I was the company. I had to manage and to design my marketing...