Environmental Factors Of Marketing

  • Length: 1332 words (3.8 double-spaced pages)
  • Rating: Excellent
Open Document

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Text Preview

More ↓

Continue reading...

Open Document

Environmental Factors of Marketing
This paper will discuss the five environmental factors that influence global and domestic marketing decisions that organizations must make. These five environmental factors are technology, demographics, government, culture and economics. Companies are affected differently by these factors depending on the industry they are in and the size of the organization. I will be using the Washington Plaza Hotel to illustrate how these environmental factors affect the hotel industry's marketing decisions. The Washington Plaza Hotel is a hospitality business located in Washington, DC. They offer services such as lodging, restaurant, bar, catering and meeting space rental. The Washington Plaza Hotel's major customer base is government, tourist, non-profit organizations, local businesses and some corporate clientele. Let's now take a look at how these environmental factors affect the marketing of the hotel.
Environmental Factors that Affect Marketing
Technology has created a major impact on the way in which all organizations market their products and services. With the development of the internet, companies are now able to economically market themselves on a global level. Even smaller companies that were once not able to capture international business due to the cost factor can now do just that. The Washington Plaza Hotel is no exception. The hotel industry in DC relies heavily on tourism as a major part of its client base. Many of these tourists who visit the city are of foreign nationality. It is important that the Washington Plaza Hotel targets these people when marketing the company. Not only do they target the tourist but they also target the international business travelers that come to the city on business related trips. The hotel's website, which gives detailed information about the hotel's accommodations and services, can be accessed by potential customers all over the world. In addition, the Washington Plaza Hotel has teamed up with such web-based travel services like Orbitz, Expedia, Travelocity, Etc. in order to capture more of the global market. Before the existence of the internet, the global market was not easily reachable. Technology has the greatest affect on marketing for many organizations and certainly for the Washington Plaza Hotel as well as the hospitality industry itself.
Demographics are another environmental factor that plays a big part in the marketing of the Washington Plaza Hotel. This company is service-based and the customers must come to the hotel in order to receive those services.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

How to Cite this Page

MLA Citation:
"Environmental Factors Of Marketing." 123HelpMe.com. 20 May 2018
Title Length Color Rating  
Environmental Factors That Affect Global And Domestic Marketing Decisions - Environmental Factors that affect Global and Domestic Marketing Decisions Every company global or domestic has external factors that exist that eventually have an effect on the company’s operations. Some of these external factors can be controlled but a larger portion is uncontrollable and yet they can be managed and or influenced by the company. These specific factors make up the marketing environment in which a company has environmental factors that influence the company’s decisions. In this paper, the author will explore the domestic and global environmental factors that could have an impact on FedEx’s marketing decision....   [tags: FedEx’s Marketing Decision]
:: 3 Works Cited
1430 words
(4.1 pages)
Strong Essays [preview]
Explain and Show How the Environmental Factors Influence Marketing Decisions of Amazon.com Inc. - Part 1 Introduction The purpose of this assignment is to explain and show how the environmental factors influence marketing decisions of Amazon.com INC. We are going to take a look SWAT and Pestle analysis, segmentation, targeting, cost and benefits, positioning which are implemented by the chosen company. Amazon is the world’s largest retailer online. Founded in 1994 it has started as an online bookstore but soon expends its catalog with software, video games, electronics, furniture, food, toys etc....   [tags: SWAT and Pestel analysis] 1375 words
(3.9 pages)
Better Essays [preview]
Target Market Analysis of Starbucks Essay - Introduction Starbucks Company was established in 1971 with their first store in Western Avenue from that same year to 1976. They started as retailers of ground coffee tea and spices with a single in Seattle’s historic Pike Place Market. Starbucks is named after the first mate in Herman Melville’s Moby Dick and their logo is inspired by the sea-featuring a twin-tailed siren from Greek mythology. Starbucks had always wanted to inspire the human spirit. They believe in serving the best coffee by growing the coffee under quality standards....   [tags: Environmental Factors, Marketing]
:: 12 Works Cited
2718 words
(7.8 pages)
Term Papers [preview]
Marketing: Segmentation, Targeting and Positioning Essay examples - Nowadays, Segmentation, Targeting and Positioning (STP) is the most used strategic way in Marketing. It is the prime of the available methods that are applied to create marketing models in practice. This model is beneficial when making marketing communication plans because it aids marketers to prioritize ideas and thereby create and advertise unique and appropriate slogans to communicate with various segments this is a segment based strategy rather than a product based strategy. This strategy enables to communicate more appropriate messages to product appealing segments....   [tags: marketing models, employees, stakeholders] 1705 words
(4.9 pages)
Strong Essays [preview]
Marketing Process of An Herbal Shampoo Essay - Abstract Marketing is a essential part of a business because it helps to control the way that goods or services are sold. When marketing a specific product or service it is crucial to be well informed in all aspects of marketing, which include the marketing mix, marketing strategy, target market in which you will offer your product and the environmental factors that could effect how your product is received, including social and cultural difference, competition, economic and technological aspects....   [tags: Marketing Strategy]
:: 2 Works Cited
1390 words
(4 pages)
Powerful Essays [preview]
Essay on Green Marketing and CSR - Corporate Social Responsibility (CSR) is one of the most recognized aspects in the world today since companies’ reputation is judged from its CSR policies, quality of its services and products and competitiveness. Many authors relate CSR with ethical conducts in businesses. Many authors therefore give related definitions for both CSR and ethics. Corporate Social Responsibility can be defined as continued commitment to ethical conduct, to provide and contribute to high living standards of the society by facilitating economic developments and improving the standards of living of the employees together with their families, their society and community at large (MallenBaker.net 2011)....   [tags: Marketing ]
:: 7 Works Cited
1037 words
(3 pages)
Strong Essays [preview]
Marketing Impact on Businesses Essay - Environmental Factors Global and domestic marketing has expanded very rapidly during the last fifteen years in my organization. In the 90's when my company was in a climate of low economic growth, the company saw international markets as a potential vehicle for profit growth. Global and domestic marketing is becoming of ever-greater importance to more and more company and organizations around the world. However, global and domestic marketing is complex because overseas markets are usually different in significant ways from the home market because it is more difficult for managers to understand, and learn about markets in other countries....   [tags: Business Marketing Analysis] 845 words
(2.4 pages)
Strong Essays [preview]
Green Marketing Essay - 3.5.2 Green Marketing Peattie, (1992) defined Green Marketing as: ‘The management process responsible for identifying, anticipating and satisfying the requirements of customers and society in a profitable and sustainable way.’ Even though this definition goes almost two decades back, the meaning of this discipline remains faithful to the previous idea, what has changed throughout these years is the fact that the environmental conditions have worsened and deepened, creating a stronger necessity for green marketing and related areas to step up....   [tags: Marketing ] 1096 words
(3.1 pages)
Strong Essays [preview]
Marketing Analysis Essay - The four P’s, product, price, place, and promotion, are important to the success of any organization because they are the variables that marketing representatives of the organization can control in order to best satisfy customers in the target market. The goal is to make decisions that center the four P’s on the customers in the target market in order to create perceived value and generate a positive response. The Product is the physical product or service offered to the consumer. Products and services vary greatly in the hospital environment....   [tags: Marketing] 1253 words
(3.6 pages)
Strong Essays [preview]
Enviromental Factors For Starbucks Essay - Starbuck’s Environmental Factors Starbucks has wide range of business activity. These activities allow the company to use numerous channels of product distribution. With the company operating in many locations throughout the world, environmental factors play a major role in marketing decisions. Each distribution channel is affected differently and the company’s flexibility in the marketing plan allows the company to adjust their strategies to meet the needs of the environmental factors that face them....   [tags: Case Study Starbucks Coffee Industry] 1180 words
(3.4 pages)
Good Essays [preview]

Related Searches

In this scenario it is all about location, location, location. The Washington Plaza Hotel has a lock on that. Located in the heart of downtown Washington, DC, I don't think the location could get any better. Convenient to almost all destinations in the city, the hotel prides itself on its location. Washington, DC is one of the most heavily visited cities in the world. Whether it is business or pleasure, the amount of human traffic that flows through the city on a given year is tremendous and most of this traffic needs a place to stay while they are there. That is where the Washington Plaza Hotel captures a great deal of business. The hotel is nowhere near the nicest in the city but they offer good accommodations at a reasonable price and have one of the best locations in the city. With that being said, demographics have a drastic affect on marketing for the Washington Plaza Hotel.

Government has a different affect on the marketing at the Washington Plaza Hotel than it does on most businesses. Sure the hotel has to follow laws and regulations set forth by the national and local governments in regards to conducting business but that is not the greatest affect that government has on the hotel. Since the hotel is located in the nation's capital, one of the largest customer bases is government. Whether it is conducting meetings, lodging in the guest rooms, having catered meals or all of the above, the government makes up a large percentage of the Washington Plaza Hotel's client base. With this in mind, the hotel's marketing department focuses heavily on capturing and catering to government business. Not only does it focus on domestic government but the hotel also does a large amount of business with foreign government. Government officials from all over the world visit Washington, DC on a regular basis to attend meeting and conduct business with the US government. These officials need a place to stay while they are here and what better location than in the heart of the capital. In addition to providing these individuals with lodging, the hotel can also provide space for meeting as well as attend to any food and beverage needs they might require.
Culture plays a big part in the way that the Washington Plaza Hotel does its marketing. As previously discussed, the hotel does a great deal of business with foreign customers that are visiting the United States for business or pleasure. The hotel wants these guests to be comfortable during their stay. One of the ways in which the Washington Plaza Hotel does this is by hiring employees from all different cultures. Currently they have employees from over 20 different countries that can assist with communication and help educate the hotel about foreign culture. What do these guests expect and how can we make them feel at home? These questions can be answered by talking with various employees and trying to get a better understanding of life in other countries. In addition, the hotel has employed marketing and sales managers that focus their efforts on certain parts of the globe and cultures that they are familiar with. The hotel pays for these managers to visit certain countries not only to try to capture business but also to educate them on international culture which will help in conducting business with international clients.
Economics is another environmental factor that affects the way that the Washington Plaza Hotel conducts marketing. If the economy is in a recession or downturn, people are less likely to travel and utilize the hotel's services especially if it is for pleasure. Most businesses are going to limit the amount of travel expenses they are willing to incur by sending employees on business trips during these times. This is when the hotel needs to kick it into high gear in order to capture as much of the market share out there as possible. Competition among hotels in Washington, DC is so normally pretty strong but it gets even worse during bad economic times. The Washington Plaza Hotel must recognize these times as they approach and change their marketing strategy accordingly. The hotel must find a way to get customers in the door. It must make itself still attractive regardless of the economic situation in order to flourish. Obviously, business is still going to suffer, but the marketing department must do everything within their means to lessen the blow.

The marketing department for any organization has a difficult responsibility. The success of the marketing department has the single greatest impact on the success of the business. There are several environmental factors that affect the marketing decisions made by a company. These environmental factors include: technology, demographics, government, culture and economics. The domestic and global markets are very competitive. Companies must find a niche or be able to differentiate themselves to the consumer. When doing so they have an ethical and social responsibility to their customer to be honest and forthright. Deceptive and manipulative marketing is used all the time in today's economy. These practices may prove successful for the short-term but are sure to catch up to the guilty party. For long-term success, a company must instill trust in its customers. That is the way to prolong business success.

Return to 123HelpMe.com