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... be an interesting point to consider for marketing organisations. ... In this rapidly
changing global market, organisations must monitor its micro and macro ...
... due to the impact of micro and macro ... This affects companies marketing within the
tobacco industry ... Anti-smoking organisations claim that advertising for smoking ...
... within industries” (Principles of Marketing 2006 Edition 3 ... fair trade between
international organisations to ensure ... Impact of the Micro and Macro Environment ...
... 1 The micro-environment The term micro-environment denotes ... discussed in the first
chapter, marketing is a ... as discussed earlier, in many organisations the two ...
... to constraints imposed by the macro and micro environments. ... that it remains strong
within organisations and the ... The service mix extends the marketing mix with ...
Submitted by trumint on April 19, 2008
Category: Business
Words: 4169 | Pages: 17
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Marketing and the organisation’s micro- and macro-environments by Geoff Lancaster ©
1 The micro-environment
The term micro-environment denotes those elements over which the marketing firm has control or which it can use in order to gain information that will better help it in its marketing operations. In other words, these are elements that can be manipulated, or used to glean information, in order to provide fuller satisfaction to the company’s customers. The objective of marketing philosophy is to make profits through satisfying customers. This is accomplished through the manipulation of the variables over which a company has control in such a way as to optimise this objective. The variables are what Neil Borden has termed ‘the marketing mix’ which is a combination of all the ‘ingredients’ in a ‘recipe’ that is designed to prove most attractive to customers. In this case the ingredients are individual elements that marketing can manipulate into the most appropriate mix. E Jerome McCarthy further dubbed the variables that the company can control in order to reach its target market the ‘four Ps’. Each of these is discussed in detail in later chapters, but a brief discussion now follows upon each of these elements of the marketing mix together with an explanation of how they fit into the overall notion of marketing.
1.1 The ‘four Ps’ and the marketing mix
The ‘four Ps’ stands for:
1. Product
2. Price
3. Place and
4. Promotion
Product and price are obvious, but perhaps place and promotion need more explanation.
Place, it is felt, might better be termed ‘placement’ because it comprises two distinct elements. The first element is channels of distribution that is the outlets and methods through which a company’s goods or services are sold. Thus a channel can be certain types of retail outlet or it can be salespeople selling a company’s...
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