Fashion Marketing: Contemporary Issues, Second edition - Pr School

Innovation management in creating new fashions 199
Demographic–
economic
environment
Marketing
channels
Technological–
natural
environment
Marketing
analysis
Product
Marketing
planning
Suppliers
Place
Target
consumer
Price
Public
Marketing
control
Promotion
Marketing
implementation
Political–
legal
environment
Competitors
Social–
cultural
environment
Figure 10.6 Factors influencing marketing strategy. Source: Kotler and Armstrong (1994).
classifying design as a category in itself (Rigamonti, 1987; Robinson, 1987;
Carr and Pomeroy, 1992; Jarnow and Dickerson, 1996).
Micro- and macro-environments
The marketing environment includes all the opportunities and threats that
affect a company’s ability to reach its ‘goals in developing and maintaining
successful business relationships with its target customers’ (Jarnow and
Dickerson, 1996). For companies to survive they must ‘want to change’, and
this change should be based on knowledge of three main categories: the customer,
the market and society. This knowledge can help interpret what lies
behind the statistics gathered in market research.
Figure 10.6 shows two types of environments in the inner diamond and the
outer square. The micro-environment is closest to the company, affecting ‘its
ability to serve its target market’. It includes marketing channels, suppliers,
competitors and public, such as ‘the financial community, the media and the
general public’. The macro-environment refers to the larger societal settings in
which the company operates. Though there may be a supra-environment that
affects all individuals all over the world, note that the environments referred
to here may vary from one geographic location to another. Keeping track of
the pertinent environments is crucial, especially for a company that designs