Marketing Environment

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Date Submitted: 11/17/2012 08:03 AM

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Marketing environment

Marketing environment consists of the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. The marketing environment offers both opportunities and threats. The environment continues to change rapidly. The marketing environment is made up of Microenvironment and Macroenvironment.


Microenvironment consists of the forces closest to the company that plays an important role on the company’s ability to fulfil the customers’ needs. Microenvironment sees business opportunities through the group of goods or products needed by customers. The elements are: company, suppliers, competitors, marketing intermediaries, customer markets and public.

i. Company

Company is the internal environment of the company that is marketing the product. It includes the different departments like finance, accounting, research and development and purchasing. These interrelated groups form the internal environment. For instance, the top management sets the company’s mission, objectives, goals and broad strategies. PROTON Holdings Berhad has set their goal of being an internationally successful Malaysian automotive manufacturer. It is achieving this by being customer oriented and by producing competitively priced and innovative products. Thus, it is contributing to Malaysia's attainment of Vision 2020.

ii. Suppliers

Suppliers are the providers of the resources needed by the company to produce its goods and services. A supplier will make sure that process used in the production, supply of raw materials, equipment and final goods are satisfactory. Any development related with suppliers will affect marketing. Mitsubishi Motors is committed to providing the best quality of technology and parts at the lowest possible prices for all PROTON Holdings Berhad’s car models. When a problem occurs in the business, the seller will consult the suppliers....