Marketing Environment Module - Assignment Example

In order to decide and coordinate various activities related to the production and selling of a product, a company needs a well-designed marketing plan. As such, it can be seen that the selling abilities and profitability of a company depend on the effectiveness of its marketing policies and strategies. “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others”.

(Kotler p.6).The marketing plan and strategies of a company will largely depend on the Marketing Environment of the area where the business is operating. Marketing Environments are the factors or forces which influence the decision making capability of the enterprise. There are a large number of factors which affect marketing activities. So it is necessary that the marketing system should operate within the framework of an environmental process. The environment, within which a company works, can be categorized into two: Micro Environment and Macro Environment.

The company’s organizational forms are mainly based on the principles of organizational design depending upon the wants of the market and can be divided into:In function–based organizations the interpersonal relationship between the people in the organization are structured on the basis of their action, and logically related activities or tasks are grouped together.For example, Work was done in a financial organization like Standard Chartered Bank. Here, the business process starts with customer inquiry, move on to a collection of relevant quantitative and qualitative data, their analysis and interpretation and development of customer profile; but all these works are grouped together.