February 2015

The company is not alone in doing business. It is surrounded by and operates in a larger context. This context is called the Macro Environment. It consists of all the forces that shape opportunities, but also pose threats to the company.

The Macro Environment consists of 6 different forces. These are: Demographic, Economic, Political, Ecological, Socio-Cultural, and Technological forces. This can easily be remembered: the DESTEP model, also called DEPEST model, helps to consider the different factors of the Macro Environment.

26th February 2015

Marketing Explained
Customer Lifetime Value
by Maximilian Claessens 20th February 2015
What is Customer Lifetime Value (CLV)? It is a prediction of all the value a business will derive from their entire relationship with a customer. Customer Lifetime Value was last modified:…
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Marketing Explained
The 5 Marketing Concepts – Marketing Management Orientations
by Maximilian Claessens 20th February 2015
There are five Marketing Concepts, also called marketing management orientations. These are different concepts which focus on various techniques to create, produce and market products to customers. In essence, one could see…
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Marketing Explained
The Marketing Process – All Aspects of Marketing at one Glance
by Maximilian Claessens 20th February 2015
As explained in more detail in ‘What is Marketing?’, marketing can be defined as building profitable customer relationships by creating value for customers and capturing value in return. But what…
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Interesting Marketing Articles
Advertising Evolution – How does it work – in the past and today?
by Maximilian Claessens 20th February 2015
Advertising is a critical component of marketing. But advertising, as marketing, has not always been the same. Over time, advertising, and more specifically, its purpose, has changed – we will…
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Marketing Explained
SWOT Analysis – Matching Organisation and Environment
by Maximilian Claessens 18th February 2015
Before marketing can implement strategies to improve the company’s position, the current situation of the company in relation to its environment should be known. A SWOT analysis is an effective…
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Marketing Explained
The Marketing Strategy: Segmentation, Targeting, Positioning & Differentiation
by Maximilian Claessens 9th February 2015
Marketing’s goal is to create value for customers and build profitable customer relationships in order to capture value back afterwards. But how does the company create this customer value? The…
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Marketing Explained
Portfolio Planning: Designing the Business Portfolio – Strategies for Growth and Downsizing
by Maximilian Claessens 4th February 2015
Once the company has analysed its current business portfolio and determined which SBUs should receive more and which less investment, it must now shape its future portfolio. This is the…
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Marketing Explained
Customer Relationship Groups: Building the Right Relationships with the Right Customers
by Maximilian Claessens 2nd February 2015
It is often thought that a company should acquire as many customers as possible. In the end, the more customers, the more revenue, right? No, that is not necessarily true.…
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