MKC1200 Lecture Notes - Lecture 2: Jetstar Airways, Internal Communications, Cash Flow

• School: Monash University
• Department: Marketing
• Course: MKC1200
• Professor: Maureen Griffiths

Document Summary

All e(cid:454)ter(cid:374)al a(cid:374)d i(cid:374)ter(cid:374)al for(cid:272)es that affe(cid:272)t a (cid:373)arketer"s a(cid:271)ilit(cid:455) to (cid:272)reate, (cid:272)o(cid:373)(cid:373)u(cid:374)i(cid:272)ate a(cid:374)d deli(cid:448)er the exchange of the offering. Micro environment: consist of c, clients, partners and competitors, not directly controllable by the organisation, firms can assert some influences, e. g. Jetstar changes its (cid:272)o(cid:373)plai(cid:374) ha(cid:374)dli(cid:374)g pro(cid:272)edures to i(cid:373)pro(cid:448)e c"s satisfa(cid:272)tio(cid:374) Larger scale societal force that influence all industries. I(cid:374)flue(cid:374)(cid:272)e of go(cid:448)er(cid:374)(cid:373)e(cid:374)t"s poli(cid:272)(cid:455), la(cid:449)s a(cid:374)d regulatio(cid:374: trade agreements, taxations and rebates. Large organisations can attempt to influence decisions by making large donations. Factors that affect how much money people and organisations can spend and how they choose to spend it: e. g. income, price, savings level, debt level. So(cid:272)ial a(cid:374)d (cid:272)ultural fa(cid:272)tors that affe(cid:272)t people"s: attitudes, (cid:271)eliefs, (cid:271)eha(cid:448)iours, prefere(cid:374)(cid:272)es, (cid:272)usto(cid:373)s and lifestyles: e. g. religion, culture, subculture, demographic trends such as age, household size and composition, marriage and divorce trends. Environmental factors that affect individuals, companies and societies: consider, weather, climate and climate change.