Category: Marketing Environment

  • SWOT Analysis

    SWOT Analysis

    SWOT Analysis SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of planning and helps marketers to focus on key issues. SWOT stands for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors. Opportunities and threats are external factors. A strength is a positive internal…



    PESTEL Model This lesson is about PESTEL analysis. As we know from our lesson on the marketing environment the wider macroenvironment impacts upon how marketing managers make decisions. During this lesson we’re going to look at how we audit and evaluate our external business environment. There are a number of acronyms which are popular for…

  • PEST Analysis

    PEST Analysis

    PEST analysis is very important that an organization considers its environment before beginning the marketing process. In fact, environmental analysis should be continuous and feed all aspects of planning.

  • Introduction to Marketing Research

    This is Marketing Teacher’s introduction to marketing research. Market research and marketing research are often confused. ‘Market’ research is simply research into a specific market. It is a very narrow concept.

  • Secondary Marketing Research

    Here you will find Marketing Teacher’s FREE lesson on secondary marketing research. Market research and marketing research are often confused. ‘Market’ research is simply research into a specific market. It is a very narrow concept.

  • Microenvironment

    Microenvironment What is the microenvironment? This lesson covers the microenvironment in greater detail. It considers the interface between a business and its microenvironment. Let’s just review what microenvironment is again based upon the earlier lesson on the marketing environment which contains the topic. Our microenvironment is the totality of people and other connected groups of…

  • Primary Marketing Research

    Market research and marketing research are often confused. ‘Market’ research is simply research into a specific market. It is a very narrow concept. ‘Marketing’ research is much broader. It not only includes ‘market’ research, but also areas such as research into new products, or modes of distribution such as via the Internet.

  • Marketing Contexts

    The marketing mix and the services marketing mix should be adapted for different organizational and business contexts.

  • Marketing Environment

    Marketing Environment

    The marketing environment surrounds and impacts upon the organization. There are three key elements to the marketing environment which are the internal environment, the microenvironment and the macroenvironment.

  • External Influences – Social Environment and Social Class

    Reference groups have an influence on purchasing behavior, but the level of influence will depend on where the product will be consumed—in public or in private—and whether the product is a want or a need.

  • External influences – Introduction

    What a consumer eats, wears, and believes are all learned and influenced by the culture they live in, their family, childhood and social environment. All of these are external factors that affect purchases.

  • External Influences – Consumer Culture

    Culture includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society. How does culture affect consumer behavior? Whatever a person consumes will determine their level of acceptance in their society. If someone does not act consistently with cultural expectations, they risk not being accepted in…

  • External Influences – Family Influences (Birth Order)

    Where a child places in the birth order can have an effect on how they see themselves, and therefore affects their consumer behavior. The middle child often seems to have the most negative impressions of his lot in life. Younger children always want to be able to do the things older siblings are allowed to…

  • Collecting customer information

    Collecting customer information Collecting Information about customer needs. So we recognise that customers and consumers have needs and wants. We are now going to look at how we gather information about customer needs and want, since by satisfying these needs and wants is how we make profit. There are internal and external sources of information,…

  • Business Environment

    Business Environment What is the business environment? The business environment is made up from the microenvironment and the macroenvironment. Our previous lessons on the marketing environment summarises both topics. The business environment will now be considered in a more practical manner. There are forces in the business environment that will impact your business, which are…

  • SWOT Analysis – POWER SWOT

    SWOT analysis is a marketing audit that considers an organization’s strengths, weakness, opportunities and threats. Our introductory lesson gives you the basics of how to compete your SWOT as you begin to learn about marketing tools. As you learn more about SWOT analysis, you will become aware of a number of potential limitations with this…