Environmental Factors Affecting Marketing Environment

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Marketing environment – the actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful transactions with its target customers (Kotler, 2003). Marketing environment – set of active subjects and forces acting outside the company and affect the possibilities of marketing management to establish and maintain relationships with target customers successful cooperation (Янкевич & Безрукова, 2003: 55). Often to understand the environment an organization is needed to perform PESTLE (Political, Economic, Social, Technological, Legal and Environmental issues) analysis, this factors are very important that influence the marketing activities of a business performance, this includes: • Political- the…show more content…
Each institution should adopt policies with respect to long-term vision, mission, goals, opportunities, arrangements and using internal facilities of an external to develop comprehensive marketing (Industries, 1384), because in today's global business environment there is increasing complexity, rapid change and unexpected developments (Mason, 2007). With the development of science in all fields, banks and financial markets, hotel and catering businesses have become competitive in recent years as seen in the development of their activities, creation of private banks and financial institutions and applying marketing techniques and strategies for attracting customers and increasing deposit. The actual implementation of marketing for tourism ultimately depends on the ‘marketing mix’ chosen by the company (Page, 2003: 255). Based on (Kotler, cited in Holloway and Plant, 1988: 48), marketing mix- is the mixture of controllable variables that the company uses to pursue the sought level of sales in the target market (Page, 2003: 256). There are major categories, which can be an effective marketing decision. Their inte¬gration has been termed a marketing mix, a phrase coined by Neil H. Borden in his 1964 article. This means that in any tourism organization there are four main marketing variables that need to be…show more content…
Of course, that price has to be one that customers are willing to pay. If not, all the other marketing efforts are futile. In addition to setting prices for the final consumer, pricing strategies usually establish priced that will be charged wholesalers and retailers. A firm’s pricing strategies may be based on costs, demand, or the prices of competitors (Solomon et. al., 2008). Price may be also explained as how much the product or merchandise cost. It is a significant issue in marketing, combining with the product quality, which has a great impact to the perceived value of what is offered to the customers. Price from the author’s point of view is the most important determinant the value of sales made, being a component encompasses the range of available goods and services, their quality and

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