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CHAPTER 4:
MARKETING ENVIRONMENT
MARKETING ENVIRONMENT
Environment refers to surrounding of the
organisation.
Marketing environment refers to factors or
forces outside an organisation which could affect
marketing activity planned by organisation. It
divided into two categories:-
- Micro-environment
- Macro-environment
MARKETING ENVIRONMENT
Michael E. Porter has developed a framework, the five forces model that analyses
market structures as means to determine market attractiveness.
MARKETING ENVIRONMENT
The micro-environment includes those forces that impact
on the companys ability to serve its customers. Those
factors included in the micro-environment are:-