The term marketing management consists of two different words, marketing and management. 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. Marketing studies human behaviour and anticipates what will be experienced as needed to fulfil everyday life. 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. Seven elements of the domestic marketing environment. Mba marketing management full notes pdf download mba 2nd. It is the environment that determines favourable or unfavourable conditions, and hence, provides either opportunities or threats and challenges. As and a level business studies notes the business syllabus enables learners to understand and appreciate the nature and scope of business, and the role it plays in society. Marketing lecture notes dimitris drosos lecturer technological education institute of piraeus. Aggressive actions to affect forces in the environment. Marketing environment is the combination of external and internal factors and forces which affect the companys ability to establish a relationship and serve its customers.
Mba is an internationally accepted master of postgraduate level degree. View notes introduction to marketing and its enviroment notes updated. Understanding the societys new concerns businesses have begun to modify their behaviour and have integrated. In effect, the firm operates within a series of layers of. According to philip kotler, marketing environment refers to external. Understanding the nature and scope of marketing requires a grasp on the elements and functions. The nature and scope of marketing free education regenesys. The external marketing 2 environment reutersdado ruvic learning objectives lo1 identify the external forces that influence marketing. Notes on marketing environment internal and external marketing environment controllable and uncontrollable factors affecting marketing. Electronic typewriter with memory replaces manual typewriter. International business an overview content outline introduction. Marketing environment macro and micro components and their impact on marketing decisions.
Marketing activities are influenced by several factors inside and outside a business firm. Lecture notes, lecture 2 marketing environment 1003mkt studocu. Start studying chapter 2 the marketing environment and market analysis. This chapter explains the external environmental factors, including. Oct 17, 2015 marketing environment micro and macro environments october 17, 2015 by umar farooq types of marketing environment micro and macro environment. Marketing is enveloping trend in modern competitive world as it contributes greatly for the productivity of firms.
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. In many exchanges, people trade tangible goods for money. Analyzing the marketing environment sheridan college. Lecture notes, lecture 2 analyzing the marketing environment. Business environment is related to the local conditions and this is the reason as to why the business environment occurs to be diverse in different countries and different even in the same country at different places. The internal and external environment analysis of romanian naval industry 99 for this purpose diagnosis are synthesized on components production, quality, competition, rate of turnover, financial situation, management, staff etc. The marketing environment is continuously changing, as it consists of a number.
The domestic marketing environment comprises a number of. E marketing emarketing is the process of marketing a brand using the internet. Businesses vary in size, as measured by the number of employees or by sales volume. To develop effective marketing strategies, we must first understand the environment in which marketing operates. More than any other group in the company, marketers must be the trend trackers and opportunity seekers. A companys marketing environment consists of the actors and forces outside marketing that affect marketing managements ability to build and maintain successful relationships with target customers. This be book will useful to most of the students who were prepared for competitive exams like mba entrance exams. 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. Business environment is one of the famous subjects for mba students.
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. Low code visual builder for dynamic, data driven and highly interactive custom web sites, cms systems and mobile apps. Master of business administration is one of the popular, twoyear professional courses which is the ever demanding one in india mba. Concept, evolution and scope of marketing management. By understanding an audiences communications environment, organisations seek to develop and present messages for its identified stakeholder groups, before evaluating.
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. Most of the people define marketing as selling or advertising. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Micro environment is also called task environment 8 competition that exists among firms. This involves a number of activities such as product planning, pricing, promotion, use of middlemen wholesalers, retailers, etc. This approach often yields benefits by padding profit margins. Interrelatedness the different factors of business environment are corelated. It is the task of the marketing oriented organisation to link the resources of the organisation to the requirements of customers. The marketing environment of a business consists of an internal and an external environment. From the micro point of view, a business is an economic institution, as it is concerned with production andor distribution of goods and.
There will be three sections of the question paper. The various components of the international marketing environment are the major determinants of marketing opportunities. Lecture notes marketing management sloan school of. Itiittitincludes both direct includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers. Class notes the marketing environment marketing economies. These external factors are not controlled by a firm, but they greatly influence the decision of marketers when developing the marketing strategy. A good thinking process should lead to good business planning where sensible decisions are based on reliable information and not on gut feeling.
Environment refers to all external forces which have a bearing on the functioning of business. Answer introduction to human resource management human resource management is a management function concerned with hiring, motivating, and maintaining workforce in an organization. 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 firm must be aware of what is going on in its marketing environment and. 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. Marketing is an art which is acquired by studies and ability and by the proper training this is led to perfection mundra, 2010. Electronic typewriter with memory replaces manual type writer. Mba notes marketing environment definition of marketing, meaning of marketing environment, key elements of marketing environment. Marketing mix, marketing strategy and demand concepts as d.
It is in the environment that we see the changes which indicate emerging segments. It is important to observe how the environment changes so that a firm can adapt its strategies appropriately. Global marketing environmental factors affecting marketing. He learned about it in a research bulletin on the management of marketing costs, written by his associate, prof. In fact marketing comprises of a number of activities which are interlinked and the decision in one area affects the decision in other areas. But marketing is much more than advertising and selling. Business owners often focus the lions share of their attention on factors over which they can exert some control, such as overhead and budgets. Marketing environment is made up of microenvironment and macroenvironment.
I have been a stay at home mom for almost 5 years and i am so excited to be able to still stay home, take care of my children and make a living taking surveys on my own computer. 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. A company marketing environment consists of the actors and forces that affect the companys ability to develop and maintain successful transactions and relationships with its target customers. Sep 17, 2009 making a living taking surveys at home. The syllabus covers economic, environmental, ethical, governmental, legal, social and technological issues, and encourages a critical understanding of organisations, the markets they serve and the process. In section a there will be 10 short answer questions of 2.
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. The marketing firm operates within a complex and dynamic external environment. Bcom 1st 2nd 3rd year books notes free pdf download. Scribd is the worlds largest social reading and publishing site. Marketing is the delivery of customer satisfaction at a profit. Definition marketing communications is a management process through which an organisation engages with its various audiences. Introduction to marketing and its environment ime cheryl genga 1116 bbc. Within the context of this course, the term marketing process and strategy therefore refers to all. Buyers behaviour and marketing segmen tation factors influencing buyer behaviour buying decision process levels and basis of segmentation niche marketing 4. It comprises all those forces which have an impact on market and marketing efforts of the enterprise. The marketing environment includes the actors and forces outside marketing that affect marketing managements ability to build and maintain successful relationships with customers. If marketing is indeed about understanding and responding to customers, then solid analysis of the environment is where great web marketing plans begin. Seven elements of the domestic marketing environment your.
Lecture notes, lecture 2 marketing environment studocu. Governments all over the world making efforts to minimise human impact on environment. This handbook is intended to guide you through your thinking process in a structured manner putting all the issues that you need to consider in a logical order. Lesson 1 business and its environment nature of business business may be understood as the organized efforts of enterprise to supply consumers with goods and services for a profit. The american university in cairo principle of marketing. Thus, the marketing environment is comprised of the following two key factorsmicrofactors inside the firm.
Green marketing is the marketing of products that are presumed to be environmentally safe. The macro environment consisting of wider societal authorities, and the micro environment which incorporates the influences related to a company, together form the general marketing environment of a company. Lesson 1 business and its environment nature of business. External environment consists both micro environment and macro environment. Environment is made of such controllable and uncontrollable forces.
Macro and micro influences on organizational marketing of. The marketing environment offers both opportunities and threats. 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. Technological, political and cultural shape marketing opportunities, pose threats and affect the companys ability to build customer relationships.
Introduction to marketing and its enviroment notes updated. Degree of ones success, to a large extent, depends on effect of marketing environment and ability of the firm to respond effectively. Some of these factors are controllable while some are uncontrollable and require business operations to change accordingly. Introduction to green marketing the negative impact of human activities over environment is a matter of concern today. After completing this chapter, student should be able to understand. Chapter 2 the marketing environment and market analysis. The management process responsible for identifying, anticipating and satisfying customer requirements profitability. Green marketing notes introduction to green marketing the. Although these statistics may seem outdated, they are relevant to this study as the hawker boom in cbds throughout south africa blossomed after the 1994 change of government after which few reliable statistics are available. These factors or forces influencing marketing decisionmaking are collectively called marketing environment. The attached pdf file will help you in your studies for business environment and help you clearing your semestertrimester exams with ease. Borden in his article the concept of marketing mix. It is the responsibility of the marketing manager to change the companys policies along with the changing environment.
From the micro point of view, a business is an economic institution, as it is concerned. Pdf the effects of the external environment on marketing decision. Bachelor of business administration is a very popular undergraduate degree in india. In order to analyse the marketing environment, in which gsk currently operate in, it is important to understand the concept of marketing environment which is the external forces that directly or indirectly influence an organisations acquisition of input and generation outputs dibb et al. The marketing environment chapter summary and learning objectives. Marketing a product or service is not just about creating a catchy commercial. The marketing environment involves factors that, for the most part, are beyond the control of the company.
A variety of environmental forces influence a companys marketing system. Business is basically an economic activity 3 business. Human resource management deals with issues related to employees such as hiring, training, development. There are two types of the external environment of a business. International marketing exam notes marketing and marketing. Some of them are controllable while some others are uncontrollable. Marketing environment indian marketing environment 3. No coding required thanks to its integrated, first class reactive frontend and backend frameworks, visual two way data bindings and bootstrap 4 builder you can focus on. According to philip kotler, marketing environment refers to external factors and forces that affect. Hence understanding the business means understanding its environment. This is done within the framework of opportunities and threats in the external environment. As such, it is the responsibility of an international firm to have clear grasp of international marketing environment to formulate effective marketing decisions regarding marketing mix variables the economic environment every. Mba full form is masters of bussiness administration.
Marketing environment study notes your article library. Today our society is more concerned with the natural environment. Gives a critical examination of markets within the marketing environment, and suggests that the system of marketing can be described by two fundamental dimensions. Nike also designs, contract manufactures, distributes and sells sports apparel and.
Find materials for this course in the pages linked along the left. As and a level business studies notes 9609 cie notes. Question discuss the nature and scope of human resource management. International marketing environment notes components of. In this study of manufacturers marketing costs he described the business executive as a decider, an artist a mixer of ingredients, who sometimes. Philip kotler defines marketing as marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. 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. The important special problems in international marketing are. Bba stands for bachelor of bussiness administration.
Class notes the marketing environment free download as word doc. Learning objectives after reading this chapter, you should be able to. 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. Business environment book pdf free download askvenkat books.
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