Environmental threats to the marketing environment

(1) critical threats: will seriously jeopardize the interests of the company and the possibility of the emergence of a large, should prepare contingency plans.

(2)(3): no need to prepare a contingency plan, but need to pay close attention, may develop into a serious threat.

(4): Smaller threat, ignore it.

E.g. Environmental Threats to Television Lighting Equipment Company

(1) Competitors developing better lighting systems

(2) Severe prolonged economic depression

(3) Cost increases

(4) Legislation requiring fewer TV studios to be opened

(1) Ideal business: lots of market opportunities, few serious threats

(2) Risky business: many market opportunities and serious threats

(3) Mature business: few market opportunities and few serious threats

(4) Difficult business: few market opportunities but serious threats

Corporate Marketing Responses

(1) For desirable business: opportunities must be seized and acted upon quickly.

(2) For risky business: it is not advisable to venture blindly, nor should one hesitate to sit on a lost opportunity.

(3) for mature business: can be used as a regular business, to maintain the normal operation of the enterprise.

(4) For difficult business: either try to change the environment to get out of the predicament and mitigate the threat; or move immediately to get out of the predicament.

Marketers have two special advantages:

(1) have a good collection of information about the marketing environment, market intelligence collection and marketing research.

(2) Will spend more time on the consumer and competitor environment.

The macro marketing environment refers to the major social forces that are beyond the control of the firm and can bring market opportunities and environmental threats to the firm's marketing activities, including the demographic environment, the economic environment, the natural environment, the technological environment, the political-legal environment, and the socio-cultural environment. Enterprises and their micro marketing environment participants, all in the macro marketing environment.