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. Lecture notes, lecture 2 analyzing the marketing environment. Environment scanning is a constant, important activity of successful companies. The market environment or business environment is a marketing term and refers to factors and forces that affect a firms ability to build and maintain successful customer relationships. According to philip kotler, marketing environment refers to. Module 1 the scope and challenge of international marketing 11 1. The marketing environment can be broadly classified into three parts. A business leader develops companys structure, culture and. The marketing concept, a crucial change in management philosophy, can be explained best by the shift from a sellers market one with a shortage of goods and services to a buyers market one with an abundance of goods and services. Marketing environment is the combination of external and internal factors. Class notes the marketing environment free download as word doc. To spot trends and other signals that conditions may be in flux, marketers must continually monitor the environment in which their companies operate. Environment is made of such controllable and uncontrollable forces. Describe the external marketing environment in which businesses operate.
Businesses vary in size, as measured by the number of employees or by sales volume. 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. Business environment economic environment social environment legal environment technological environment political environment elements of business environment components of economic environment n existing structure of the economy in terms of relative role of private and public sectors. It also includes monitoring the changes taking place in the environment and forecasting future status of each factor. From the micro point of view, a business is an economic institution, as it is concerned with production andor distribution of goods and. Definition marketing communications is a management process through which an organisation engages with its various audiences.
The marketing environment the forces that directly and indirectly influence an organizations capability to undertake its business. The marketing environment is the combination of the microenvironment and macro environment. 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. Challenging in the sense that most of the students are deprived from the qualitative notes. Bbs 2nd year marketing notes complete tu bbs notes. 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. If you continue browsing the site, you agree to the use of cookies on this website. The advent of a strong buyers market created the need for a customer orientation. Green marketing is the marketing of products that are presumed to be environmentally safe. 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. Marketing environment, marketing organisations, marketing challenges, concept of green marketing. Some of these factors are controllable while some are uncontrollable and require business operations to change accordingly. Environment refers to all external forces which have a bearing on the functioning of business. The marketing firm operates within a complex and dynamic external environment.
Some people believe that marketing is same as shopping. Lecture notes, lecture 2 marketing environment studocu. International marketing exam notes marketing and marketing. Lecture notes complete revision introduction to marketing management. According to philip kotler, marketing environment refers to external. Types of marketing environment micro and macro environment.
Learning objectives after reading this chapter, you should be able to. This process helps to identify those internal and external factors of the environment which affect the organizations abilities to work properly. Hence understanding the business means understanding its environment. Thus, the marketing environment is comprised of the following two key factorsmicrofactors inside the firm. It comprises all those forces which have an impact on market and marketing efforts of the enterprise. By understanding an audiences communications environment, organisations seek to develop and present messages for its identified stakeholder groups, before evaluating. Lecture notes complete revision introduction to marketing. Introduction to marketing and marketbased management. This process includes gathering, filtering and analyzing information related to the marketing environment. 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. If youre looking for a free download links of digital marketing pdf, epub, docx and torrent then this site is not for you. Mar, 2017 according to terpstra and sorathy, international marketing consists of finding and satisfying global customer needs better than the competition, both domestic and international and of coordinating marketing activities with in the constraints of the global environment. As well as conducting a thorough analysis of the actual marketing. Oct 17, 2015 marketing environment micro and macro environments october 17, 2015 by umar farooq types of marketing environment micro and macro environment.
Mmm national council of educational research and training. Marketing is the delivery of customer satisfaction at a profit. What is marketing environmental analysis marketing tutor. Dec 22, 2018 accounting statistics communication economics environment law coast accounting income tax corporate law public finance principle of management fundamental of entrepreneurship corporate accounting auditing money and financial system information technology financial management principle of marketing and all types business notes ccsu meerut and dbrau agra all notes pdf download and. Ict in market research and ict in market researchand ict in market research marketing notesmarketing notes what is marketing.
Forces and actions inside the firm that affect the marketing operation composed of internal stake holders and the other functional areas within the business organization. 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. Discuss the factors that influence consumer behavior. Master of commerce program is of 2 years duration in which each year is comprised of two semesters with various subjects based on thesis and research work according to the curriculum of the university m. Bcom 1st 2nd 3rd year books notes free pdf download. These factors or forces influencing marketing decisionmaking are collectively called marketing environment. Bba stands for bachelor of bussiness administration. Some of them are controllable while some others are uncontrollable. In addition to the functions commonly associated with it, such as advertising and sales promotion, marketing also encompasses product development, packaging. Components of marketing environment internal environment.
Pdf chapter 1 the marketing environment of tourist destinations. Goods and services are developed to meet customer needs and so these needs must be. The term marketing has been described by different people in different ways. 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. The marketing environment of a business consists of an internal and an external environment. This is done within the framework of opportunities and threats in the external environment. There are some other people who confuse marketing with selling and feel that marketing activity starts. These factors include labor, inventory, company policy, logistics, budget, capital assets, etc. 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. External environment macro environment micro environment 4. 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. Bachelor of business administration is a very popular undergraduate degree in india.
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. The trading forces operating in a market place over which a business has no direct control,but which shape the manner in whi. Marketing environmental analysis is strategic analysis tool. Marketing environment study notes your article library. Also describe various elements of international marketing environment. Exams are near, but youre stuck with the notes, arent you. Whenever they go out for shopping of certain products or services, they describe it as marketing. It is the environment that determines favourable or unfavourable conditions, and hence, provides either opportunities or threats and challenges. The attached pdf file will help you in your studies for business environment and help you clearing your semestertrimester exams with ease. This knowledge base will provide a foundation for the concepts presented in marketbased management, 6th edition introduction to marketing and marketbased management dr. It is the responsibility of the marketing manager to change the companys policies along with the changing 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. Business strategy a business must assess what external changes are likely and which it. The microenvironment consists of the actors close to the company that affect its ability to service its customers.
Download bba 1st year, 2nd year and final year notes bba from below provided links. Environmental impacts, such as those caused caused by carbon dioxide co2 emissions or the management of waste, are of particular concern to businesses like first. A variety of environmental forces influence a companys marketing system. The macroenvironment consisting of wider societal authorities, and the microenvironment which incorporates the influences related to a company, together form the general marketing environment of a company. The marketing environment is continuously changing, as it consists of a number of unpredictable forces which surround the company. According to terpstra and sorathy, international marketing consists of finding and satisfying global customer needs better than the competition, both domestic and international and of coordinating marketing activities with in the constraints of the global environment. Degree of ones success, to a large extent, depends on effect of marketing environment and ability of the firm to respond effectively. For the purpose of making profitable marketing relationship it is very essential for marketers and marketing students to understand global marketing environment which actually surrounds all these marketing relationships. Gives a critical examination of markets within the marketing environment, and suggests that the system of marketing can be described by two fundamental dimensions. Mba marketing management full notes pdf download mba 2nd. The marketing environment the marketing environment marketing environment the macroenvironment consists of the larger. Lecture notes, lecture 2 marketing environment 1003mkt studocu. Global marketing environmental factors affecting marketing.
The business environment has been defined as the totality of physical and social factors that are taken directly into consideration in the decisionmaking behaviour of individuals in the organisation. The factors and forces within the marketing environment can be classified as belonging to the internal environment, the micro environment, and. 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. A companys marketing environment consists of all the factors and forces outside marketing that affect management s ability to develop and maintain successful transactions with its target customers kotler and armstrong. Quality notes, study materials, academic contents, videos and games. Introduction all organisations have products and services to sell and this is the main reason for marketing activities. Jun 02, 2017 bbs notes tu bbs 2 nd year bbs 2 nd year marketing notes bbs notes.
Managerial as well as communication skills can be developed through bba course. 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. 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. Within the context of this course, the term marketing process and strategy therefore refers to all. This involves a number of activities such as product planning, pricing, promotion, use of. Marketing activities are influenced by several factors inside and outside a business firm. 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. Tele marketing, televised marketing and network marketing. A the marketing environment b the cultural environment c strategic. Aggressive actions to affect forces in the environment. Marketing lecture notes dimitris drosos lecturer technological education institute of piraeus. 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. Nov 29, 2015 mba notes international marketing environment question. Apr 24, 2010 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.
Class notes the marketing environment marketing economies. In effect, the firm operates within a series of layers of. The marketing environment the marketing environment refers to all of the internal and external forces that affect a marketers ability to create, communicate, deliver and exchange offerings of value. It is the task of the marketing oriented organisation to link the resources of the organisation to the requirements of customers. What do you mean by international marketing environment. Introduction to marketing enviornment mba knowledge base.
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