2.1 : 营销环境

The marketing environment encompasses internal and external elements influencing an organization's marketing-related decisions.

Let's consider McDonald's internal environment. It comprises elements directly controlled by McDonald's, such as customer service, food preparation, brand, and marketing budget. These factors reflect McDonald's strengths and weaknesses.

The external environment exists outside the organization and is a source of opportunities and threats.

It has three main components - Micro, Meso, and Macro.

The Micro Environment refers to immediate surroundings, including customers, suppliers, and competitors.

The Meso Environment includes partners, industry regulations, and standard protocols that the company must follow.

The Macro Environment refers to the broader forces that influence the microenvironment, including economic, cultural, legal, technological, and political factors.

These external factors are beyond an organization's control, requiring a proactive response.

Understanding the marketing environment is crucial for anticipating changes, identifying opportunities, and making informed decisions. Neglecting it may result in missed opportunities and potential business losses.