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Week 2
This document discusses business strategy and marketing strategy. It covers the global marketing environment, noting that businesses must consider international trade rules, government policies, and financial trends when marketing globally. The opportunities for client relationships, business-to-business partnerships, and international alliances are increased in the global marketplace. It also discusses the microenvironment, referring to the forces close to an organization like suppliers, customers, and competitors that impact marketing decisions. The microenvironment framework includes 6 key factors: the marketing organization, suppliers, marketing intermediaries, customers, competitors, and the public. Societal elements in the macroenvironment also impact marketing and include 6 factors: demographic trends, economic conditions, the natural environment, technology, politics, and culture.
Week 2
- 1. Week 2 “Business Strategy and Marketing Strategy.
- 2. The Global MarketingEnvironment  Relatively new factor businesses need to consider  Within Global marketing environment businesses need to consider: 1. International Trade Rules 2. Government Policies e.g. Fluctuating interest rates or currency values ** Need to stay abreast of international trends in the financial sector in order to correctly market goods and services.
- 3.  Opportunities forrelationships are increased in global market place = client relationships, b2b relationships and alliances with international organisations.
- 4. Microenvironment  Refers to:forces close to organisations which impact on marketing decisions: the company, suppliers, customers and competitors. The microenvironment consists of 6 key factors: 1. Marketing organisation 2. Suppliers 3. Marketing intermediaries 4. Customers 5. Competitors 6. The Public
- 5. Microenvironment  Refers tosocietal elements which impact on marketing decisions, social, economic, technological, physical, legal, po litical and ethical.  There are 6 key factors: 1. Demographic environment 2. Economic Environment 3. Natural Environment 4. Technological environment 5. Political environment 6. Cultural environment