When developing the most productive strategy of promotion of new goods and services usually enter a concept of the environment of marketing on which successful business activity of firm in the selected segment of the market and the size of the profit got by it depends. Therefore in all solid companies considerable funds are allocated for a research of the environment of marketing. And these investments, as a rule, pay off further. In the conditions of the modern market the certain factors which are actively influencing its environment and efficiency of functioning of the companies work. Usually the environment of marketing consists of macro - and microfactors which we also will consider in more detail.
Macrofactors of the environment of marketing
If to consider factors of the environment of marketing in macroscales, then it becomes clear that each single company cannot influence them in any way, i.e. they are uncontrollable. Treat them:
- Demographic situation. Usually the environment of marketing in many respects is defined by population, its structure and rates of gain or decrease as at release of goods it is necessary to be guided by strictly certain target audience.
- State of the economy in the country. The income of the population and its solvency, so, and appeal of goods for it of any given price category significantly depend on it.
- Condition of the environment by which suitability of any given area for accommodation is defined and consequently, and population density.
- Scientific and technical developments. In modern marketing it is considered that usually marketing environment in many respects depends on emergence of new production technologies of goods and their advanced types which can drive outdated competitors out of the market.
- The political situation influencing activity of the company by means of change of the legislation and introduction of new forms of public administration.
- Sociocultural environment. In this case the concept of Wednesday of marketing joins cultural wealth and tastes of target audience which in many respects define for it appeal of any given goods.
Microfactors of the environment of marketing
Those from them which directly influence communication of the company with consumers and which it can operate treat microfactors of the environment of marketing. As them consider the following factors:
- The competitors interfering receiving the maximum profit on sale of goods.
- The intermediaries facilitating delivery to the consumer and increasing his knowledge of this type of goods.
- Suppliers who provide timely delivery of resources for production of any given goods.
- The banks and the financial organizations granting the loans and participating in turnover of company funds.
- The contact audiences (media, public organizations) promoting increase in knowledge of the consumer of these goods and forming opinion on it.
- Partners.
- Power structures.
- Internal environment of the company: its success is defined by the high-quality management, professionalism of employees, infrastructure of the organization used by production by technologies, image, the number of financial investments, etc.
Concept of the environment of the international marketing
If the company wants to expand considerably sales market and to increase sales volumes, then it should think of entry into the international market. At the same time it will need to solve whether this shift of accents of activity of firm will be rational and also to carry out the careful analysis of the environment of the international marketing on which receiving profit and degree of risk at the beginning of business activity abroad depends. It is important to define what foreign markets are most attractive to the company, their feature (political and economic situation, sociocultural differences), and taking into account the environment of the international marketing to develop a successful strategy of promotion of goods in the concrete country.
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