Factors of Marketing Decisions

Marketing Decisions Factors

Internal Environment Factors in Marketing Decisions Making

  • This refers to factors existing within a marketing firm. 
  • They are also called controllable factors, because the company has control over these factors. 
  • Each department in an organization can affect marketing. 
  • Internal factors have a direct bearing on marketing efficiency and are important for product introduction
Which includes-
Company Image & Brand Equity,
 Finance & Accounting,
 Manufacturing,
 Purchasing,
 Research & Development,
Top management.

  • A good image can help a company sell a product whereas a bad image can cause consumers to leave. 
  • This impacts the ability to raise finances, form joint ventures and when launching new products to the public. 
  • It can also impact entering purchase or sales contracts 

External Environment Factors in Marketing Decisions Making: 
External factors are beyond the control of a firm, its success depends to a large extent on its adaptability to the environment 6 Micro Environment: The environmental factors that are in its proximity The factors influence the company’s non-capacity to produce and serve the market Macro Environment: These act external to the company and are uncontrollable These factors do not affect their marketing ability directly but they influence marketing decisions indirectly .

The external marketing environment consists of:

Micro-EnvironmentMacro-Environment
the environmental factors that are in its proximity.



the factors influence the company's non-capacity to produce and serve the market.                                                                                                                                                

these act external to the company and uncontrollable .

these factors do not affect their marketing ability directly but they influence the marketing decisions indirectly.

Micro-Environment: 
Customers,
Market Intermediaries, 
Suppliers. 

Macro-Environment: 
Demographic Forces, 
Economic Factors, 
Political & Legal Forces,
Physical Factors, 
Social & Cultural Forces, 
Technological Factors.

External Environment Factors: Micro Environment

The Customers May be Classified as: 
Ultimate Customers, 
Industrial Customers, 
Re-sellers, 
Government and Other Non-profit Customers, 
International Customers, 
Competitors, 
Public.

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