Explain the technological and cultural environment of marketing.
Answers
Answer:
The market environment or business environment is a marketing term and refers to factors and forces that affect a firm's ability to build and maintain successful customer relationships. The business environment has been defined as "the totality of physical and social factors that are taken directly into consideration in the decision-making behaviour of individuals in the organisation."[1]
The three levels of the environment are as follows:
1) Internal environment – the internal elements of the organisation used to create, communicate and deliver market offerings.
2) External Micro environment – small forces external the company that affect its ability to serve its customers.
3) External Macro environment – larger societal forces that affect the survival of the organisation.[2][3]
The analysis of the macro marketing environment is to better understand the environment, adapt to the social environment and change, so as to achieve the purpose of enterprise marketing.[4]
●Micro environment
The forces close to the company that affects its ability to serve its customers include-the internal environment, suppliers customers, marketing intermediaries, competitors and publics.
●Macro environment
The larger societal forces that affects the whole micro environment include-the demographic environment, the political environment, the cultural environment, the natural environment, the technological environment and the economic environment.