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Indroduction The purpose of this paper is to discuss the elements of macroenvironment and microenvironment with respect to their implications on marketing plans In order to be able to do this we shall first look at a definition of the marketing environment and the marketing plan before analysing those forces within the marketing environment which seem to be relevant for Macleans marketing plan Examples from industry will be given to support and illustrate the arguments It will not be expanded on the marketing plans itself Dibb Simkin 1991 define the marketing environment as the environment that surrounds both the buyer and the marketing mix and which consists of political legal regulatory societal consumer movement economic and technological forcesThe marketing environment can be divided into the microenvironment and the macroenvironment The microenvironment on one hand consists of suppliers distributors customers and competitors all of which operate in the firms immediate environment and the macroenvironment which on the other hand can be grouped under economic socialcultural political and legal physical demographic and technological forces affecting not only the firm itself but and also the actors in the microenvironment sourceJobber 1998 Each of this forces has implications on marketing and the marketing planning process Before analysing them we shall define the marketing plan It is this a short-term one-year plan which concentrates on specific and quantifiable actions and is derived from a three-year strategic marketing plan sometimes just called the strategy sourceMcDonald Malcolm H B 1989 This is an important recognition for us since it limits the range of relevant forces in the marketing environment and thus should help us to identify them Depending on their relevance they will either be attended to more specifically or only be mention very briefly We shall now start analysing the forces whithin the marketing environment Economic forces are those forces within the economic environment which have a direct effect on supply and demand of a companys products They
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