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Category: Marketing Environment

Internal Environment Factors

What is the internal environment in marketing?

The internal marketing environmentinternal environment in marketing refers to components INSIDE the firm that are unique to the firm. An analysis of the internal environment is critical in the development of marketing strategy to ensure … Read more...

Author Geoff Fripp/Posted on /Categories Marketing EnvironmentTags Internal marketing

Overview of the marketing environment

The three components of the marketing environment

The most appropriate marketing strategy for an organization will depend upon the marketing environment in which it operates. There are three broad categories of the marketing environment, which are:

  1. The internal environment,
  2. The
… Read more...
Author Geoff Fripp/Posted on /Categories Marketing EnvironmentTags environment, strategy

Age Cohorts and Gen Edge

When studying consumer behavior and/or the marketing environment, the concept of age cohorts is often discussed within the marketing textbook.

Age cohorts of very large groups of populations that were born in the same time – usually within the same … Read more...

Author Geoff Fripp/Posted on Categories Customer Relationship Management, Marketing Environment, segmentation

How has the concept of integrated marketing communication evolved?

 

Let’s evaluate the key differences between the evolving IMC definitions to understand how the perception and role of integrated marketing communications has progressed.

Broader than just consumers

The audience is much broader than just consumers. While communicating to consumers … Read more...

Author Geoff Fripp/Posted on /Categories Marketing Environment, Promotion ConceptsTags imc

The changing media environment

 

The changing media environment

The process of communicating in marketing is far more challenging in today’s environment due to the complexity of media choices and the interaction between consumers and the resultant effect on consumer shopping behavior. In the … Read more...

Author Geoff Fripp/Posted on /Categories Marketing Environment, Promotion ConceptsTags environment, imc

Extra communication challenges in today’s media environment

 

What are the extra communication challenges faced in today’s media environment?

As a quick list, today’s media and communication environment as the following impact on marketers, each of which will be discussed below.

  • Less control of message
  • Need more
… Read more...
Author Geoff Fripp/Posted on /Categories Marketing Environment, Promotion ConceptsTags advertising, brand, communications, imc

Drivers of corporate social responsibility (CSR)

 

Why are firms becoming more socially responsible?

In recent years, there has been a trend, particularly among large organizations, to adopt a more socially responsible approach to their business activities. In various marketing textbooks, this concept is usually explored … Read more...

Author Geoff Fripp/Posted on /Categories Ethical Marketing, Marketing EnvironmentTags csr

Corporate social responsibility and marketing

 

When you study marketing you learn about some companies that also have goals to ensure that they adopt a corporate social responsibility position. These types of companies focus on both the short term and long term effects of their … Read more...

Author Geoff Fripp/Posted on /Categories Ethical Marketing, Marketing EnvironmentTags csr
 
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