Marketing is the activity, set of institutions, and processes for creating,

communicating, delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large. This science not only trade to communicate that you are engaged in
new and different activities but also attract paying customers in sufficient numbers to support the
activities.
The macroenvironment refers to all forces that are part of the larger society and affect the
microenvironment. It includes concepts such as demography, economy, natural forces, technology,
politics, and culture, referring here to number of factors which affects the companys activites; so
the companies have to adapt to this factors.
As an important point that we have to treat before the acting in marketing, we should mention that
the company has to prevent the needs of its customers. In fact , The study of consumers helps firms
and organizations improve their marketing strategies by understanding issues such as how
The

psychology of how consumers think, feel, reason, and select between different alternatives
(e.g., brands, products, and retailers);
The psychology of how the consumer is influenced by his or her environment (e.g., culture,
family, signs, media);
The behavior of consumers while shopping or making other marketing decisions;
Limitations in consumer knowledge or information processing abilities influence decisions and
marketing outcome;
How consumer motivation and decision strategies differ between products that differ in their level
of importance or interest that they entail for the consumer; and
How marketers can adapt and improve their marketing campaigns and marketing strategies to
more effectively reach the consumer.
The process consists on three stages which are :
Market segmentation : dividing a market into distinct groups with distinct needs, characteristics, or
behavior who might require separate products or marketing mixes.
Target marketing : consists of a set of buyers who share common needs or characteristics that the
company decides to serve.
Positionning : the place that the product occupies in consumers minds relative to competing
products. Typically defined by consumers on the basis of important attributes. It involves
implanting the brands unique benefits and differentiation in the customers mind.
One of the concepts that we should analyze is the marketing mix which includes 4P meanly :
The product
The product range and how it is used is a function of the marketing mix. The range may be
broadened or a brand may be extended for tactical reasons, such as matching competition or

catering for seasonal fluctuations. Alternatively, a product may be repositioned to make it more
acceptable for a new group of consumers as part of a long-term plan.
The price
Of all the aspects of the marketing mix, price is the one, which creates sales revenue - all the others
are costs. The price of an item is clearly an important determinant of the value of sales made. In
theory, price is really determined by the discovery of what customers perceive is the value of the
item on sale. Researching consumers' opinions about pricing is important as it indicates how they
value what they are looking for as well as what they want to pay. An organisation's pricing policy
will vary according to time and circumstances.
The place
Although figures vary widely from product to product, roughly a fifth of the cost of a product goes
on getting it to the customer. 'Place' is concerned with various methods of transporting and storing
goods, and then making them available for the customer. Getting the right product to the right place
at the right time involves the distribution system. The choice of distribution method will depend on
a variety of circumstances. It will be more convenient for some manufacturers to sell to wholesalers
who then sell to retailers, while others will prefer to sell directly to retailers or customers.
The promotion
Promotion is the business of communicating with customers. It will provide information that will
assist them in making a decision to purchase a product or service. The cost associated with
promotion or advertising goods and services often represents a sizeable proportion of the overall
cost of producing an item. However, successful promotion increases sales so that advertising and
other costs are spread over a larger output. Though increased promotional activity is often a sign of
a response to a problem such as competitive activity, it enables an organisation to develop and build
up a succession of messages and can be extremely cost-effective.
Most marketing organizations do not intentionally work in isolation from the rest of
society. Instead they find that greater opportunity exists if the organization is visibly accessible and
involved with the public. As weve seen, because marketing often operates as the public face of
an organization, when issues arise between the public and the organization marketing is often at the
center. In recent years the number and variety of issues raised by the public has increased. One
reason for the increase is the growing perception that marketing organizations are not just sellers of
product but also have an inherent responsibility to be more socially responsible, including being
more responsible for its actions and more responsive in addressing social concerns.
Being socially responsible means an organization shows concern for the people and environment in
which it transacts business. It also means that these values are communicated and enforced by
everyone in the organization and, in some cases, with business partners, such as those who sell
products to the company (e.g., supplier of raw material for product production) and those who help
the company distribute and sell to other customers (e.g., retail stores).
In addition to insuring these values exist within the organization and its business partners, social
responsibility may also manifest itself in the support of social causes that help society. For instance,
marketers may sponsor charity events or produce cause-related advertising. Precisely the ethical

responsibilities and constraints, the sustainability, the individual, the firm, the society, and winwin marketing.
Marketers who are pursuing a socially responsible agenda should bear in mind that such efforts do
not automatically translate into increased revenue or even an improved public image. However,
organizations that consistently exhibit socially responsible tendencies may eventually gain a strong
reputation that could pay dividends in the form of increased customer loyalty.
At the end, marketing research is the function that links the consumer, customer, and
public to the marketer through information--information used to identify and define marketing
opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing
performance; and improve understanding of marketing as a process. Marketing research specifies
the information required to address these issues, designs the method for collecting information,
manages and implements the data collection process, analyzes the results, and communicates the
findings and their implications.