Management and Organizational Studies 2320A/B Chapter Notes - Chapter 3: Green Marketing, One By Aol, Forrester Research

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Michael Aloisio

Document Summary

Marketers who understand and manage the changes in their marketing environments are able to adapt their product and service offering to meet new challenges and opportunities. Many marketers get their ideas for new products or services by studying the environment of the marketplace. Analyzing the marketing environment helps marketers assess their continued strengths and the value of their product and services, and any weaknesses resulting from changes in the marketing environment. Market environment analyzation uses a framework, with consumers at the heart of it. Consumers are influenced directly by the microenvironment, and indirectly influenced by the macroenvironment. The firm, however, is directly influenced by both the microenvironment and macroenvironment. The firm must consider the entire business process from the point of view of the consumer. Consumers wants, needs, and ability to purchase particular products are influenced by many factors that change and evolve over time.