The Marketing Environment

1. The changing and uncertain foodstuffing surroundings deep refers the organization. Discuss this statement,explaining what is beggarlyt by the securities indus punctuateing environment and explaining how it might affect merchandiseing plans and activities with an example. The foodstuff Environment The selling environment refers to all of the national and external forces that affect a commercializeers ability to fix, communicate, give back and exchange offerings of value. The factors and forces within the merchandiseing environment can be sort as belonging to the internal environment, the micro-environment, and the macro-environment.The internal environment refers to the organization itself and the factors that argon now fakelable by the organization. The micro-environment comprises the forces and factors at play inside the constancy in which the marketer operates. Micro-environmental factors affect all parties in the exertion, including suppliers, distri entire lyors, clients and competitors. The macro-environment comprises the larger-scale forces that influence non only the industry in which the marketer operates, but all industries. Macro-environmental factors admit political forces, economic forces, sociocultural forces, technological forces and sub judice forces.This macro-environmental frame cogitation has been called the PESTL framework. Micro-environmental and macro-environmental forces ar outside of the organization and, while they can be influenced, they can non be straight off controlled. The internal environment refers to its parts, people and processes. An organization is able to directly control the factors in its internal environment. A thorough appreciation of the internal environment ensures that marketers understand the agreements strengths and weaknesses, which positively and negatively affect the organisations ability to compete in the marketplace.The micro-environment consists of customers, clients, partners, com petitors and other parties that make up the organisations industry. The organization cannot directly control its micro-environment and respond to the reliable and future needs and privations of their scrape market. They must understand how separately of their partners processes work and how their partnerships benefit each party. They must withal understand the risks involved in working with partners and the relative power balance between the organization and each partner.Suppliers be a particularly crucial partner. groceryers must identify, assess, monitor and roll in the hay risks to supplies and risks to the price of supplies. To succeed, marketers must ensure their offerings yield their orchestrate market with great value than their competitors offerings. Thus, marketers seek to understand their competitors marketing mix, sales volumes, sales trends, market sh be, staffing, sales per employee and employment trends. Marketers should analyse append budget competition, g eneric competition, increase competition and brand competition.The macro-environment encompasses uncontrollable factors outside of the industry political, economic, sociocultural, technological and legal forces. Political forces describe the influence of politics on marketing decisions. scotch forces affect how much money people and organizations can spend and how they guide to spend it. Sociocultural forces affect peoples attitudes, beliefs, behaviors, preferences, customs and lifestyles. scientific forces are those arising from the search for a break away way to do things.Technology changes the expectations and behaviors of customers and clients as well as how organisations work with their partners and within society. Laws and regulations are closely fix to politics and establish the rules under which organizations must conduct their activities. The most momentous laws and regulations for marketers are related to privacy, fair trading, consumer safety, prices, contract term s and intellectual property. selling metrics are used to measure current performance and the outcomes of ult activities. A SWOT analysis is used to identify strengths, weaknesses, opport unit of measurementies and threats.The example Wenzhou position 2004? 9? 17? , ,? 400 , , 800 September 17, 2004, European habilitates the eastern t proclaim of Elche, Spain, China Shoes City, about 400 Spaniards ga in that locationd unkn take street, destroyed a bus carrying Wenzhou habilitate container truck and a Wenzhou shoe warehouse, causing about 800 cardinal yuan of economic losses. This is the first always Spanish Chinese championship interests of serious violations of the violence. , ,? 2001 , ,In fact, data show that since 2001, Wenzhou situation incident overseas every year by resistance occurred, and there is an upward trend 2001? 8 2002? 1? , , August 2001 to January 2002, Russia had seized the incident occurred once, Wenzhou garment involved. , 3 , The longest that th e goods seized, the whole Zhejiang loss of about 3 meg yuan loss of individual opening moves million yuan or much. 2003 ,20 , The winter of 2003, more than 20 proceedss of Wenzhou footwear shoe was burned in Rome, Italy, the particularised loss is unknown. 004? 1? 8? , , January 8, 2004, the Nigerian Government issued list of forbidden imports, Wenzhou shoes one of them. 2004? 2? 12? , , 3000 February 12, 2004, the Russian Ministry of Internal affairs sent a large follow of police raids in Moscow, Aimila huge market goods, Chinese melodic linemen, including China, Wenzhou shoe manufacturers, including business loss of about $ 30,000,000 this , 2001 40%, 30%, 4. 6Relevant data and background information, Wenzhou shoe fruition for merchandise as early as in 2001, jumped 40%, close to 30% of total output, only from Wenzhou Customs exit of shoes to the value of $ 460,000,000. 10 ,? ? ? , , Wenzhou go on 10 in several shoe factories to produce shoes for exportation oriented, such(prenominal) as the East Art, Tema, etc. , including Tema, including several of Wenzhou shoe factory, and also Wal-Mart signed production agreement for the global retail industry hegemony of mass production for supermarkets sell cheap shoes. , , , 10 30 , 10 From the product level , at present, most of Chinas export of footwear is unruffled the middle and low variety, low prices, generally 10 dollars to 30 dollars, many even less than 10 dollars. 9 5 ? Took place in September this year, Spains burning shoes incident was burned average unit price of the shoes only 5 euros. , ( OEM ) Exports of high-end shoes and own-brand share are very small, and exports more products to OEM manner. ? , , , , , For example, most of the production of footwear sales in the U. S. low-end shoe store, while in the United States, the high-end shoe store also can procure the Chinese shoes of the shadow, but the price was overturn than Italy, Spain, Brazil and other countries produc ts, and all Chinese-made shoes are not their own brands, trademarks and brands are using overseas. ,Some of the same grade shoe prices in irrelevant markets and products to be scorn than the country of origin, and some even lower than Vietnam, and Thailands exports. , , , , 10 2200? , View from the export first steps, private enterprises accounted for most see from the export area, principally in Wenzhou, Zhejiang, Fujian Jinjiang, Quanzhou, Guangdong, Shandong, Sichuan and other regions, and has established a number of shoe manufacturing small from the export scale , the current export value of 10 million U.S. dollars more than 2,200 enterprises, accounting for nearly half of the total number of export enterprises. , , ? , , The Spanish case, we need to think about the brand. We do not generate world-renowned brand, which is the international competition of Chinese shoes in the greatest difficulty. administrator vice president of Cornell, said Zhou Jinmiao int erview.Members of Light Industry aftermath and Export Corporation Wenzhou Foreign Trade Wai seems to know China better than anyone in the international market brand shoes difficult. BATA , , 100 , long-familiar supermarket chains in Europe BATA , there are a destiny of shoes from around the world, but I never found more than 100 euros over Chinese shoes. Chinese shoe brands in the world, not only to low-end shoes to compete. Spain burning low-end shoes is the result of competition. 2. Describe in detail the five marketing perplexity orientation. Discuss the marketers argument for why an organization should embrace the market orientation. Marketing circumspection Orientation The Marketing Orientation and the Marketing Concept. An organization with a market orientation focuses its trends on 1)continuously collecting information about customers needs and competitors capabilities, 2) sharing this information across departments, and 3) using the information to create customer val ue.The market orientation simply defines an organization that understands the importance of customer needs, makes an endeavour to turn in products of high value to its customers, and markets its products and services in a coordinated holistic program across all departments. In what we call the Marketing Concept, the beau monde embraces a philosophy that the Customer is King. The Marketing Concept is an attitude. Its a philosophy that is driven down throughout the organization from the very top of the management structure. The Marketing Concept communicates that the customer is king. Everything that the go with does focuses on the customer. Via the Marketing Concept, a company makes every effort to best understand the wants and needs of its cigaret market and to create want-satisfying goods that best fulfill the needs of that target market and to do this better than the competition. It wasnt always that way. There were other orientations that companies embraced over the years. The action Concept has been around for years. That concept simply suggests that customers prefer inexpensive products that are readily available. In effect, if we make it, they will come. The Product Concept suggests that companies that ramp up the better mou heaprap will gain favor. The thinking here is that customers want products that have higher quality, that offer better performance or do something unique. The Selling Concept proceeded the Marketing Concept. From the 1920s until the 1950s, most firms had a sales orientation. aspiration had grown, and there was a need to pursue the scarce customer. Sales could mean everything from sales people to advertising to public relations, but little effort was made to coordinate any overall marketing function.What we often apothegm in the Selling Concept was the hard sell and the belief that consumers wouldnt procure unless they were sold. The Holistic Marketing Concept that is embraced in the 21st century results in companies looki ng at their overall marketing efforts. This includes how their marketing affects society, as a whole. Marketing is also done internally within the company. Without customers, a company will quickly flounder thus the importance of the relationship. Holistic marketing looks at the connectivity of the company, its people, its customers, and the society in which it operates.The Societal Marketing Concept focuses on. Market positioning in the 70s of last century by the American Marketing experts Iris and Jack Trouts, its meaning is an enterprise based on alive products on the market competitors, the location of the products for a customer These characteristics or attributes of the emphasis, create unique products for the enterprise, giving the impression of a distinctive image, and to pass such a vivid image to the customer, so that the products in the market to fix the appropriate location. Market positioning of a product itself is not what you do, but you do the eyes of potential co nsumers.The essence of market orientation to the enterprise and other enterprises strictly separated, so that customers clearly feel and recognize the difference, which the customer occupies a special place in mind. Another argument is the product positioning, target market positioning, competitive positioning. Market positioning is the key enterprises should try to find their products more competitive than the competitions features. Competitive proceeds is generally devil basic types one is price competitive, that is, under the same conditions set lower prices than the competition. This requires companies to take all efforts to reduce unit costs.Second, competitive preference, which can provide certain features to meet customer specific preferences. This requires companies to take every effort to work on the product features. Therefore, the whole process of the enterprise market positioning can be accomplished through three locomote 1) Analysis of the status of the target market to confirm the potential of this business a competitive advantage 2) The exact choice of competitive advantage, the sign positioning of the target market Competitive advantage that the ability of companies to pass by its competitors.This capability can be either existing, may also be potential. Select a competitive advantage is actually a business and competitor strength compared to all aspects of the process. Indicators should be a relatively finish up system, the only way to accurately select the relative competitive advantage. The prevalent method is to analyze, compare companies and competitors in business management, technology development, procurement, production, marketing, finance, and what kinds of products is the strength of septenary areas, which are weak.To select the most suitable for the business advantages of the project, initially set to target enterprise market position. 3) Shows a distinct competitive advantage and re-positioning The main task of this step is the enterprise through a serial publication of publicity and promotion activities, the competitive advantage of its unique and accurate conversation to potential customers and impress in the minds of customers. To this end, companies should first understand the target customer, know, know, identity, bask and preference of the companys market position, established in the minds of customers is consistent with the positioning of the image.Second, companies target customers through a variety of efforts to strengthen the image and maintain understanding of target customers, target customers attitude stability and deepening the feelings of the target customers to unify in line with the markets image. Finally, enterprises should pay attention to the target customers understand their market position or because of deviations propaganda enterprise market positioning errors caused by target customers fuzzy, chaos and misunderstanding, and promptly correct the inconsistencies in the image an d market positioning.Companys products in the market positioning even if it is appropriate, but in the following circumstances, should gestate re-positioning (1) Introduction of new competitors, product positioning in the vicinity of the enterprise products, enterprise products occupied part of the market, so that the decline in market share of enterprise products. 2) Consumer needs or preferences change, so that the enterprise product sales plummeted. To bar the strong positioning strategy trying to avoid is the most powerful business or other enterprise directly place a strong competition, while positioning their products in another(prenominal) market area, to make their products with certain characteristics or attributes the strongest or strong opponents are more significant differences.Head-positioning strategy is an enterprise based on its own strength, to occupy a better market position, at the market on the dominant, most powerful or compete head-strong competitors, leaving their own and compete products into the the same market position. Looking for new but not thus far occupied the position of the potential market demand to fill vacancies on the market, production market, not, with some characteristics of products. Such as Japans Sony Corporation Sony Walkman and a number of new