External Environment of Marketing System
The most important external environment of the marketing system is the uncontrollable factors that influence the timing of business decisions, affecting its performance and overall strategy.
These factors usually include two types, namely the external macro-environment and the other external micro-environment.
They are listed below:
external macro environment
The external macro-environment indirectly influences marketing activities. The functions of this area are explained below:
1. Demographic
Demographic factors are used to segment the target market population for effective marketing by the organization. Demographics vary from country to country and are very important to a business, although it is an indirect marketing function.
Aspects of the demographic environment are age structure, gender, income distribution, family size, education, religion, ethnicity, nationality, and school dropout rates. These entity types have an indirect impact on your organization's marketing activities.
2. Economic context
The economic environment consists of different elements such as gross national product, profit, trade, interest rate, etc. These types of items influence the buying and selling behavior of the consumer. The economic environment includes factors that influence the purchasing power and spending behavior of consumers.
The economic environment including consumer income, savings, investment, credit availability, interest rates, currency contracts, unemployment, duties and taxes, inflation, etc.
3. The natural environment
The natural environment includes climate, weather, rivers, mineral resources, forest resources, etc. The natural environment indirectly influences marketing activities. The natural environment includes natural resources that are important to companies and the natural environment because they influence marketing activities.
4. Technological environment
The technological environment consists of different elements that influence the technology, and there are many new products in this field. Technology can be defined as a good way to convert inputs into outputs of a certain job. The technological environment is the driving force that creates new technological products and market opportunities. The importance of technology in the job market cannot be described in one word. Indeed, this era is the age of technology. The business is growing rapidly day by day with the help of technology.
5. Political environment
The political environment affects the company or business. These actions can take place at a local, regional, national or international level. The political environment is very important in working life. When the political environment is stable, it's better for the economy. Thus, the political environment indirectly influences marketing activities or business activities.
Managers must always keep an eye on the political environment as the actions of that government will affect their business or organization. Thus, the political environment includes the government and interest groups that pass laws that influence or restrict various organizations in society.
6. Cultural environment
The cultural environment is governed by institutions or other forces that influence the fundamental values, attitudes and behaviors of society. Indeed, in marketing, the cultural environment is the collection of beliefs, habits, practices and behaviors that influence a company or organization to meet the needs of its customers. It is about researching the cultural environment of a specific province before international companies carry out their marketing activities and enter the target market.
Briefly, we can say that while marketing the product, these elements or forces indirectly influence the marketing activities.
B. Microenvironment The microenvironment
The external microenvironment directly affects the transactivation activity. The components of this domain are discussed below.
1. Market/Customer
The number of customers buying a product called a brand or customers. The market is a collection of all things and a collection of buyers of the product. In general, a customer is an individual or organization who believes they will benefit from the goods or products offered by the marketing organization. The customer doesn't necessarily have to be someone who is currently buying on the market.
In general, the market or customer is the most important part of the external microenvironment. The main goal of a marketing organization is total customer satisfaction. The company tries to target consumer market, industrial market, repeat buyer market, international market, etc. Traders should make their decision through proper analysis of these above markets.
2. Suppliers
A supplier is a party that supplies goods or services to another company. This part or entity is part of the company's supply chain system that can add significant value to its products. Sometimes a source is referred to as an input or output collector. They are also called sellers.
Super always like the product. Suppliers buy goods from multiple manufacturers and sell them to their target customers.
3. Marketing Mediators
Distribution intermediaries are part of the supply chain between the producer and the consumer. They help the organization to promote business, increase sales and obtain a good or service.
Businesses need an intermediary to deliver their products to a specific location. Market intermediaries keep sales channels open and fluid. Create location, time and property services for producers by ensuring market conditions, reducing average market costs, increasing cash flow through financing and increasing consumer convenience.
4. Competitors
There are few companies that have no competition. Businesses are always in a competitive environment. Companies compete with competitors in many ways. By competitor we usually mean the competition of one person with another. However, in the business world, companies that offer a similar product or service are called competitors of that product. Competitors are companies that offer similar products or goods to the same customers at the same price.
5. General
A target group is any group or party that has an interest in influencing the organization or is capable of achieving its goals or objectives. The external microenvironment of a company is very important in relations and communication with the public. This is especially important for maintenance in a small business environment. This is a different concept from the concept of sociology.
From the above discussion, we can say that the market or customers, suppliers, marketing intermediaries, competitors, public etc. they are very important for the external microenvironment.
These factors usually include two types, namely the external macro-environment and the other external micro-environment.
They are listed below:
external macro environment
The external macro-environment indirectly influences marketing activities. The functions of this area are explained below:
1. Demographic
Demographic factors are used to segment the target market population for effective marketing by the organization. Demographics vary from country to country and are very important to a business, although it is an indirect marketing function.
Aspects of the demographic environment are age structure, gender, income distribution, family size, education, religion, ethnicity, nationality, and school dropout rates. These entity types have an indirect impact on your organization's marketing activities.
2. Economic context
The economic environment consists of different elements such as gross national product, profit, trade, interest rate, etc. These types of items influence the buying and selling behavior of the consumer. The economic environment includes factors that influence the purchasing power and spending behavior of consumers.
The economic environment including consumer income, savings, investment, credit availability, interest rates, currency contracts, unemployment, duties and taxes, inflation, etc.
3. The natural environment
The natural environment includes climate, weather, rivers, mineral resources, forest resources, etc. The natural environment indirectly influences marketing activities. The natural environment includes natural resources that are important to companies and the natural environment because they influence marketing activities.
4. Technological environment
The technological environment consists of different elements that influence the technology, and there are many new products in this field. Technology can be defined as a good way to convert inputs into outputs of a certain job. The technological environment is the driving force that creates new technological products and market opportunities. The importance of technology in the job market cannot be described in one word. Indeed, this era is the age of technology. The business is growing rapidly day by day with the help of technology.
5. Political environment
The political environment affects the company or business. These actions can take place at a local, regional, national or international level. The political environment is very important in working life. When the political environment is stable, it's better for the economy. Thus, the political environment indirectly influences marketing activities or business activities.
Managers must always keep an eye on the political environment as the actions of that government will affect their business or organization. Thus, the political environment includes the government and interest groups that pass laws that influence or restrict various organizations in society.
6. Cultural environment
The cultural environment is governed by institutions or other forces that influence the fundamental values, attitudes and behaviors of society. Indeed, in marketing, the cultural environment is the collection of beliefs, habits, practices and behaviors that influence a company or organization to meet the needs of its customers. It is about researching the cultural environment of a specific province before international companies carry out their marketing activities and enter the target market.
Briefly, we can say that while marketing the product, these elements or forces indirectly influence the marketing activities.
B. Microenvironment The microenvironment
The external microenvironment directly affects the transactivation activity. The components of this domain are discussed below.
1. Market/Customer
The number of customers buying a product called a brand or customers. The market is a collection of all things and a collection of buyers of the product. In general, a customer is an individual or organization who believes they will benefit from the goods or products offered by the marketing organization. The customer doesn't necessarily have to be someone who is currently buying on the market.
In general, the market or customer is the most important part of the external microenvironment. The main goal of a marketing organization is total customer satisfaction. The company tries to target consumer market, industrial market, repeat buyer market, international market, etc. Traders should make their decision through proper analysis of these above markets.
2. Suppliers
A supplier is a party that supplies goods or services to another company. This part or entity is part of the company's supply chain system that can add significant value to its products. Sometimes a source is referred to as an input or output collector. They are also called sellers.
Super always like the product. Suppliers buy goods from multiple manufacturers and sell them to their target customers.
3. Marketing Mediators
Distribution intermediaries are part of the supply chain between the producer and the consumer. They help the organization to promote business, increase sales and obtain a good or service.
Businesses need an intermediary to deliver their products to a specific location. Market intermediaries keep sales channels open and fluid. Create location, time and property services for producers by ensuring market conditions, reducing average market costs, increasing cash flow through financing and increasing consumer convenience.
4. Competitors
There are few companies that have no competition. Businesses are always in a competitive environment. Companies compete with competitors in many ways. By competitor we usually mean the competition of one person with another. However, in the business world, companies that offer a similar product or service are called competitors of that product. Competitors are companies that offer similar products or goods to the same customers at the same price.
5. General
A target group is any group or party that has an interest in influencing the organization or is capable of achieving its goals or objectives. The external microenvironment of a company is very important in relations and communication with the public. This is especially important for maintenance in a small business environment. This is a different concept from the concept of sociology.
From the above discussion, we can say that the market or customers, suppliers, marketing intermediaries, competitors, public etc. they are very important for the external microenvironment.
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