May 11, 2019

Societal and Environmental Marketing

Millennials are an influential buying generation and have driven companies to become more socially and environmentally continence and responsible. Green marketing is considered an extension of societal marketing.

Societal Marketing – simply means making a positive impact on our society and not just being concerned with sales or satisfying customer’s needs.

Environment Marketing – relates to internal and external issues that affects a company’s marketing decisions. Environmental marketing consists of three marketing categories: Macro-environmental, Micro-environmental and Internal environmental marketing. 

Macro-Environmental Marketing – is when a company has little control over external issues like economic, social, political and technological factors. PESTLE (Political, Economic, Social, Technological, Legal, Ecological) analysis is conducted to assess a company’s macro-environment perceptions.;

Micro-Environmental Marketing – relates directly to a company’s customers, employees, vendors and even the media. Companies have better control over Micro rather than macro environmental marketing.

Internal Environmental Marketing – relates to labor, inventory, policy, logistics, budget and capital assets. Through education and training employees are converted into Brand Ambassadors who have a direct impact on new business acquisitions and the retention of loyal customers.

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