The knowledge of the Micro and Macro marketing environment help a marketer achieve marketing objective. The market environment refers to the factors and forces that affect a firm’s ability to build and maintain successful relationships with customers. The Micro (internal) environment are the small factors that affect an organisation’s ability to serve its customers. The Macro (external) environment is the national or larger societal forces that affect the micro environment.
Micro environment
The suppliers
The supplier is a core part of the buyer’s finished product. If the organisation acquires raw materials from a reputable supplier the final consumers will favour that product or services because of its quality. Marketers must be aware of existing and potential supplier costs, availability and time frame to determine how they can best create value.
The customers
There are different types of customer markets including consumer markets, business markets, government markets, international markets and the reseller markets. The marketer must know the target market for their product/services so that they target the specific market. Marketers have to know the future needs of their target market.
Marketing intermediaries
Refers to the resellers that is the wholesalers and retailers. These help the marketer promote, sell and distribute their product to the final buyers. The choice of the reseller has a leverage on the marketing of the product. The organisation should choose a