LWS: Marketing Environment (ENG)

This lecture provides a comprehensive analysis of the internal and external forces that shape a company’s ability to build and maintain successful customer relationships. It explores the microenvironment, consisting of actors close to the company such as suppliers, marketing intermediaries, and competitors, as well as the broader macroenvironment, which includes demographic, economic, natural, technological, political, and cultural forces. The material emphasizes the importance of environmental scanning to identify opportunities and threats, using tools like SWOT analysis to evaluate internal strengths and weaknesses against external factors. By understanding these dynamic influences, marketers can better adapt their strategies to satisfy consumer needs while navigating a changing global marketplace.