The Importance of Macro, Micro, and Internal Environments in Marketing

A business has various contexts that surround it. In most cases, businesspersons believe that the significant factor is the availability of customers. Although clients play a significant role towards the success of a business, investors should understand issues regarding the market environment. Considerably, the marketing environment has three aspects that consist of micro, macro, and internal environments. Mostly, when looking at the marketing environment people focus on macro and microenvironments (Boone & Kurtz, 2013). However, some factors within the organization trigger the need to have a special environment that entails the internal elements. When carrying out any marketing initiative, it is important to consider these three types of marketing environments.

The marketing environment determines the promotional activities that a company embraces. For the macro environment, it entails factors within the outside context that affect the operations of an organization. Babin and Zikmund (2015) reveal that elements such as religion, social and political factors could influence the productivity of an organization. For instance, a fast food company will have special advertising methods when promoting products that are made out of pork meat. Elsewhere, the micro context refers to situations within the company which affect the operations of an enterprise (Li & Kannan, 2014). For instance, issues such as inadequate funds for carrying out advertising programs will affect the performance of the marketing department (De Mooij, 2013). When a company does not have enough resources to fund its promotion initiatives, it becomes difficult for it to meet its sales objectives. Apart from macro and microenvironments, there is also the internal one. Under this type of context, it involves some of the factors within an organization that does not influence the consumer. In most cases, employee welfare is an aspect that entails the management and the workforce. However, it is a significant consideration. As such, when the organization is crafting a marketing policy, it will have to also cater for the issues of the people taking part in the promotion, and this could include aspects such as the working hours.

The macro, micro, and internal environments are essential when designing a marketing policy. An organization should ensure that it handles the needs of the outside community when carrying out with its activities. Further, it is vital for the management to look at issues such as resources that are required in the promotion exercise. Finally, issues such as employee welfare should also not be forgotten.

References

Babin, B. J., & Zikmund, W. G. (2015). Exploring marketing research. Cengage Learning.

Boone, L. E., & Kurtz, D. L. (2013). Contemporary marketing. Cengage learning.

De Mooij, M. (2013). Global marketing and advertising: Understanding cultural paradoxes. Sage Publications.

Li, H., & Kannan, P. K. (2014). Attributing conversions in a multichannel online marketing environment: An empirical model and a field experiment. Journal of Marketing Research, 51(1), 40-56.