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Analyzing the Marketing Environment


Analyzing the Marketing Environment

Dalam menganalisa lingkungan marketing, terdapat 3 hal yang harus diketahui, yaitu micro-environment, macro-environment, responding to the marketing environment. Micro-environment adalah pelaku-pelaku bisnis yang dekat dengan bisnis dan dapat mempengaruhi dalam melayani konsumennya. Macro-environment adalah pengaruh yang lebih besar dan dapat mempengaruhi micro-environment, seperti demografi, ekonomi, alam, teknologi, politik. Dalam meresponi lingkungan marketing, kebanyakan perusahaan melihat lingkungan marketing sebagai elemen yang tidak dapat dikontrol.

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