Influence of Marketing Environment on Marketing Decisions

We have discussed marketers have to take several and important decisions to be able to bring right-product for the right people at the right price at the right time with right services .All this is happening in an environment. In other words, marketers’ decisions can be good and profitable only if they are in consonance with the environment. Marketers must understand the environment.

MARKETING ENVIRONMENT
Environment is a broad spectrum or sets of conditioned which prevail at a given time. For
environmentalists, it is air, oxygen, dust, smoke etc .in atmosphere. But in marketing, we mean two things.We have studied it previously.

• The task environment
• The broad environment

Task environment involves immediate actors, such as suppliers, distributors, dealers and consumers etc,involved in production, distribution and promotion.

Broad environment consists of; demographic, natural, economic, technological, political-legal and sociocultural environment.

We will go into details of task environment later in our study. At this point we will look into broad environment and establish a link between these conditions and marketing decisions.

MARKETING ORIENTATION

MARKETING ORIENTATION
A marketing oriented firm (also called the marketing concept, or consumer focus) is one that allows the wants and needs of customers and potential customers to drive all the firm's strategic decisions. The firm's corporate culture is systematically committed to creating customer value. In order to determine customer wants, the company usually needs to conduct marketing research. The marketer expects that this process, if done correctly, will provide the company with a sustainable competitive advantage. The concept of marketing orientation was developed in the late 1960s and early 1970s at Harvard University and at a handful of forward thinking companies. It replaced the previous sales orientation that was
prevalent between the mid 1950s and the early 1970s, and the production orientation that predominated prior to the mid 1950s. Since the concept was first introduced in the late 1960s, it as been modified,repackaged, and renamed as "customer focus", "the marketing philosophy", "market driven", "customer intimacy", and "the marketing concept".