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A distinctive feature of the microenvironment is its partial controllability, for example, an entrepreneur can:
develop and implement a loyalty program;
set up customer service and leave your competitors behind;
regulate the shipment of goods on your own and offer more favorable terms of cooperation for suppliers.
Why does a marketer need to control each element of the microenvironment? Let's look at some examples:
Consumers. This category lithuania email list includes other companies and individuals who are ready to purchase your goods/services. They can offer their terms of interaction. Consumer behavior determines whether a business will succeed or go bankrupt. A marketer must constantly analyze it and prevent losses.
Suppliers. These include legal entities and sole proprietors who are responsible for providing the company with resources and materials for the production of goods and services. For example, strikes and unfair behavior of suppliers can affect the timing of shipments, which will ultimately affect customer loyalty and the company's profits.
Competitors. By studying their strengths and weaknesses, a marketer can build a competent business strategy that will lead to an increase in the company's profits, despite the presence of serious rivals.
Intermediaries. This category usually includes marketing firms and agencies that professionally help entrepreneurs distribute their products and services to consumers.
Contact audiences. These are individuals and legal entities that have a potential interest in the company: media, banks, investors, funds. They can both contribute and create obstacles on the way to the goal. Communication with them must be established.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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Marketing Macroenvironment Factors
Factors of the enterprise marketing environment are a set of features characteristic of the macroenvironment or indirect impact environment that affect the efficiency of the company. When analyzing it, it becomes obvious that coordinated work and the achievement of high profit indicators depend on the influence of external trends, the formation of threats and the possible occurrence of risks. This cannot be controlled, but it is necessary to identify and respond quickly.
The demographic environment includes all possible phenomena that arise in this aspect. Marketing is influenced by the number of people, the prevailing age group, nationality, level of education, family values, etc.
The economic environment consists of factors that determine the purchasing power of potential customers. The development and growth of a company is directly influenced by the financial climate both in the country and in the world. When analyzing the environment, it is necessary to pay special attention to the rate of economic growth, the level of inflation, the exchange rate, etc.
Forms of the marketing macroenvironment
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With low purchasing power, consumers make purchases less often, choosing more budget-friendly products. Businesses then lose money.
The natural environment is a set of limited natural resources. They are often in short supply. Now enterprises are looking for such resources for their production that would have a minimal impact on nature. Since the environment is polluted and depleted from year to year.
The factors of the organization's marketing environment should provide for a business strategy that results in significant savings in raw materials and supplies, as well as the search for environmentally friendly methods of packaging and manufacturing goods.
The technological environment consists of phenomena and processes that simplify human life through the introduction of new inventions. Innovations are important for the development of an enterprise: it is the first one on the market who offers a new product or service that is beyond competition.
It is important to replace the product range with new products in a timely manner, otherwise there is a risk of slowing down profit growth in the current production process. In order not to miss opportunities, it is necessary to keep the technological environment under control. Consider that innovations in this area can cause indignation on the part of a certain segment of consumers.