Marketing Environment, Essay Example

Introduction

In this paper we are going to look at the term market environment that relates to what we learned in class and some of the definitions of the terms that are related to it. The term market environment refers to the outside forces of the market that affects the ability of the market management to maintain a relationship which is successful with the targeted customers. The environment comprises of the macro environment and the microenvironment marketing.

The microenvironment comprises of the suppliers, the intermediaries of marketing, the competitors, the public, the customer markets and the company itself. These forces are always close to the company and mostly it affects its capability of serving the customers. The suppliers are also a significant factor of the microenvironment since any small delay of the service results to the dissatisfaction of the company’s customer. Another very important aspect of microenvironment is the customers that include the individuals like the business markets. They purchase the goods and services, which they later transform them into their own products and resell them to the market. Competitors as well lands on this category and they are essential since they offer competition within the market. The final factor of the microenvironment is the public. It comprises of the individual that has an impact or interest in the company’s ability to meet its objectives. On the other hand, the macro environment includes all the forces that are found on the larger society and mostly they put their effects on the microenvironment. It includes issues such as the demography which comprises of the study of human population in consideration to location, density, size and the age.

It also includes of the economic environment that considers the power of purchasing the potential customers and way they spend their income. Natural environment is also one of them, which includes the natural resources that a company might use as the input to have the effect on their marketing activities. It also comprises of the technological environment, political environment that includes things like the laws while the last one is the cultural environment, which consists of the beliefs and basic values of a certain group of people. Therefore, it is very important for the company to be extra active when it comes to the marketing environment. This is to create a kind of environment that they will live to prosper in the markets with the largest potential of customers.

Conclusion

To understand it better, the paper puts into a consideration the Tourism Industry and the types of its marketing mix. While tourism is influenced by a number of factors, these factors actually influence the revenues accruing to the given tourist destination country. In order to ensure that a country gets the optimal income from tourism, it is important for the specific tourist destination to know the relationship that exists between and among the various factors in the industry. We have several types of the marketing mix, but let us look at a few of them that fall under the tourism industry.

One of them is the Price, whereby they can use several ways of pricing the industry. Place is also another element which is a mechanism through which the services are moved from the industry to the consumer, who is a tourist in this case. The third one is the promotion that comprises of the necessary tools that a marketer may use for the marketing communication. The fourth one is the People or the tourists, who are the most significant of any service or experience.

 Work Cited

Phillip, Kotler, and Armstrong, Gary. Principles of Marketing (Version 12/E). Pearson Education Inc. New Jersey. (2006).