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Fundamental of Marketing

Essay by   •  June 3, 2011  •  Essay  •  365 Words (2 Pages)  •  3,713 Views

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fundamental of marketing

1. The marketing environment is a marketing term that refers to surrounds and impact on the organization. Its force outside of marketing that affects marketing management ability to build and maintain successful relationship with target customers. There are three keys perspective on the marketing environment namely as "Micro Environment", "Macro Environment" and "Internal Environment".

The trends of marketing environment that contributed in the success of TOMS shoes are as details below:

Micro Environment

The micro environment influence the organization directly where will forces that are close to the company and affect its ability to serve their customers. It includes the company itself, its supplier, customer market, competitors and publics.

Company aspects of micro environmental refer to the internal environment of the company likes management, finance, research and development, purchasing, operations and accounting that each of them has an impact on marketing decision.

Supplier is also important aspect of the micro environment because if they delay the supplies, this will result customers dissatisfaction. Marketing managers have to control the product movement and availability, and other trend of dealing with supplier so that can ensure the product will be delivered to in the time frame as promise to the customers. This action will maintain good relationship between customer and supplier.

Customers market also plays a role in micro environmental aspects that is made up to buy goods or product for their house, to produce their own product to sell, to sell product for profit or to transfer the goods or product to public where they need them .

Competitor where other companies that offering the same for product and services. The company involved must consider about their biggest competitors that can develop a strategic advantage over them.

The last aspects of the micro environmental is public which any group of them has an interest or impact on the organization's ability to meet the goals. The general public can affect the company change in their attitude, whether it positive or negative that can cause up and down of sales because general public is the base company customer.

In this context, micro environment describes the relationship between firms and the driving forces that control the relationship and the firm may exercise a degree of influence.

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