Marketing: Session 3.

The Business environment (macro and micro)

The Tourist Industry management:
- Economic, growth, seasonal, currency, exchange rates, interest rates, iol
prices
- Events
- Technology in the transportation and communication
- Natural events (ash cloud, planes couldn’t fly)
- Demographic (health-swine flu)
- Socio-cultural (consumption models, confidence home/abroad)
- Political, uprising, foreign, tourist tax, laws

A) The Macro-environment: (PWC video)

- The large societal forces that affect the microenvironment,
- Demographic: aging, size, trends, migration, megatrends, over a long
period of time, give opportunity or risks, long term implication with short
term responds. How people change, less children, more people, living
longer (Gender diversity, aging workforce, adaption and changing
mobility)
- economic, natural, technological, political and cultural.

Marketing environment: The actors and forces outside marketing that affect
marketing management’s ability to build and maintain successful relationships
with target:

B) Microenvironment:
Suppliers: Important component in the overall customer value delivery system,
that…, Important to the firm as they supply products or services needed to
manufacture and deliver services.
- E.G: Car example: Supplier for FIAT Panda, number of different
components, there has been a shift in buying large and not only small
components of the car, such as the breaks or the light systems.
- Same idea applies to the plane.
- Machinery suppliers, or advertising services, media centers, makering
research services.
- 5th Generation Ipod, suppliers of apple are from all over and only
assembled by apple.

Stakeholders: Importance to stakeholders and take them into account, any group
that has an actual interest in the activity of the business to achieve its objectives.

Customers: individuals or organisations that purchase a company’s goods and

services at home and abroad.