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In view of the dynamic nature of the marketing environment, to what extent do you consider consumers to be, in practice, central to marketing activities

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Marketing Assignment In view of the dynamic nature of the marketing environment, to what extent do you consider consumers to be, in practice, central to marketing activities? Introduction What is marketing? 'Satisfying needs and wants through an exchange process' defined by Philip Kotler. There are many definitions of marketing. However, most of these definitions focus on the same point - Satisfying customers needs. In these day and year, marketing has changed over a period of time. It's not only in the old sense of making a sale - 'telling and selling', but also is in the new sense of satisfying customer needs. That means marketing is based around providing continual benefits to the customer and transactional exchanges will occur. This paper divided into six sections. After this introduction is an explanation of the nature of the environment within which marketing takes place. Then the focus goes to the understanding of the ever-changing nature of the marketing environment and how this impacts on marketing activities. After that, it discusses meaningfully the central role of consumers in the formulation of a marketing strategy. The second last section looks at the relative importance of consumers and the marketing environment in the implementation of a marketing plan. ...read more.


In fact, there are so many factors. We can't, however, explain all of them. In this paper, it's going to show five most influential environments in the company's macroenvironment - demographic, natural, technological, and political environments. The demographic environment is the study of human population in terms of size, density, location, age, sex, race, occupation and other statistics. Recent forecast from the United Nation Population Division suggest that the world population will grow annually at 1.2 per cent. It means marketing should change their strategies synchronously as population affects different countries and these countries will set different policy for that. For example: in China, the government passed the regulation limiting families to one child each because of the overloading of population. Thus, children will be spoiled because their parents spend everything on them. According to a Chinese marketing research, parents in Beijing spend around 40 per cent of their income on their child. Because of that, most toy companies like Denmark's Lego group entered the Chinese market. The natural environment includes areas which are strongly influenced by humans. Natural resources which are needed by marketers or inputs which have an effect by marketing activities are involved in the natural environment. ...read more.


For example: a firm will design a perfect selling place such as a convenient shop like on the high street or on the internet for customers buying their goods easily. Thus, consumers are the major to all marketing activities. However, in fact, marketing environments are a main part of marketing as well. It influences whether a firm's strategy is successful or not as environmental factors lead many variations will be occur. For example: many new technologies are launched and changed every day. It will make the firm's goods or services suffer. Thus, to be overcome this problem, organizations should make sure their strategies are flexible. Conclusion To conclude, marketing environments will influence marketing strategies directly and different marketing strategies will affect different consumers. Thus, environmental factors are a huge part in marketing concept - satisfying customers needs actually. Obviously, marketing environment has advantages and disadvantages. The advantages is organizations can increase the market opportunities and the disadvantages is strategies or planning have to be flexible and change all the time. Yet consumers are playing the most important role at all in marketing as the success of the firm's strategy depends on the response of consumers. Therefore, consumers are the main factor in marketing. ...read more.

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