The marketing environment defines a framework of internal and external factors that are related to an organization and have influence on it. The major impact is upon the relationship of the company with the customers, the micro environment and the macro environment constitute the Marketing Environment. The marketing intercessors can also be sometimes included in the marketing environment.
Macro Environmental Factors
The Macro Environment factors of an organization include the socio-cultural factors, the economic factors, the political factors, the demographic issues, technological factors. These together are called the PESTLE factors. The PEST Analysis discusses the impact of these factors on the company in detail. The PESTLE analysis is more of an external analysis. That’s because the factors involved can’t be controlled by the company. The example of Macro Environmental factors are the population growth rates, the lifestyle trends, the taxation laws, the inflation rate, the employment rates, the technological advances and many more. The company needs to prepare for the changes in the macro-environmental factors.
Micro Environmental Factors
Micro Environmental factors of an organization are those aspects which have a direct influence on the organization’s relationships. These are also sometimes known as the internal factors. The internal factors are the strengths of the company and its weaknesses. The Micro Environment factors are controlled by the company itself. The weaknesses are meant to be changed into strengths and the strengths are meant to be maintained and improved.
Types of Marketing
It is recommended to have been familiar with the various types of markets in order to get a better understanding of the Marketing Environment, an organization operates in. The major customers are businesses, governing bodies, employees and consumers.
Business to Business (B2B) Marketing
The type of marketing shows the Sales Process between companies or organizations. The distribution channels are narrow and stricter product standards are kept. The transactions are generally complicated in business to business marketing.
Business to Consumer (B2C) Marketing
The type of marketing is represented by persons who buy the products or services for their own needs and consumption. There are various factors on the basis of which the B2C market can be classified. Examples are education, age, income etc. these factors can have profound impact on the Marketing Strategy.
Government to Citizen (G2C) Marketing
These markets are formed when governmental institutions provide the services or products as sellers and the citizens consume the services or products as buyers. The relation can be increased to more specific level. For example there can be B2E markets and many more.