One important element in a marketing process is the environment. Because to maximize an activity, the environment will be a very influential factor. The condition of an environment will be a parameter in another situation to be adjusted to the expected conditions, so that the existing potential can be maximized and absorbed to meet certain goals.
Understanding Marketing Environment
The environment is a condition around which has its uniqueness, differences, characteristics, potential, threats, and different benefits, where these conditions will give birth to reciprocity in accordance with what is happening. Meanwhile, marketing is an activity carried out to fulfill wants and needs through an exchange process. The most important factors in the concept of marketing science are demand, want, product, need, transaction, exchange, and market. It should be underlined that the environment and marketing are two interrelated things. These two things will be integrated with the goals that have been set previously by the group or individual. While the notion of the marketing environment is the actors and various forces that are outside of marketing that are able to affect the business ability of a company in achieving its goals. There are four layers of the marketing environment for a product, namely:
- Market Environment
It is the place where the transaction takes place between the buyer and the seller as a whole.
- Organizational Environment
Is the immediate environment of a product, such as divisions, departments, offices, and various other company channels.
- Macro Environment
Is a place in which consists of various forces and institutions that have a relationship and are able to influence the transactions that occur between the market and the company. It also contains several components, namely the economy, technology, culture, and local government policies.
- Extra Environment
It is a difficult environment for companies to predict.
- Internal Marketing Environment
The internal marketing environment is all of the company’s internal activities that can be controlled to achieve goals and carry out marketing strategies. The marketer will control or regulate these various activities.
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