Ch. 4 - The Marketing Environment

There are three key elements to the marketing environment which are the micro-environment, the macro-environment, and internal environment.These key elements are important because, marketers build internal and external relationships. Marketers need to assess and evaluate the internal business/corporate environment and external environment, which is subdivided in to micro and macro.Google is a Geocentric company. Google managers are recruited from all over the world and that power is centralized in the United States. It has been designed to serve Google customers across multiple time zones and languages spanning Europe, the Middle East, and Africa. Google's target markets are established business advertisers. They designed a searchable database and matrix to favor big business and established merchants with brand recognition. They've developed viral marketing and have attracted the attention of all sources of media for promotions both paid and free. This has provided them with a top dollar, revenue earning advertising medium yet disguised as an Internet search engine to the web surfer. They continue to develop more Internet advertising opportunities and technology to increase revenues from advertisers.