After today’s lecture, I made some connections between marketing concepts and my dad’s business. It’s kinda practical.
My father is a reseller of a factory of furniture. He has a very large store that is full of the productions of the supplier. My father is a very smart businessman and my mother is a very qualified seller. So the sales volume of their store is really remarkable. However, there has been a problem. The supplier, ie,the factory, sometimes cannot match the productivity with sales. I can always hear my father talking with the sales manager of the factory over the phone about the problems of inventory.
My father is a very responsible and reliable man and he takes his promises to costomers very seriously. He schedules delivery of orders everyday carefully so when the factory calls and says that they can’t finish some of the products on time, he gets cranky.
Let’s put it this way. Even though my father only owns a store, he still has to do marketing and has marketing environments. In this case, the problem comes from microenvironment, to be specific, supply. When there is a shortage of supply, the cost in short run is sales. When customer get delay on their delivery of orders, they can turn very unsatisfied. In the long run, that hurts the brand’s reputation and customer loyalty. Meanwhile, shortage of supply can also be taken advantage by competitors. They might say something like don’t buy their product unless you have half a year to wait…
All in all, I think it’s very obvious that marketing can be influenced by marketing environment very much. Some aspects may be more sensitive and some are less. Hope to get more ideas of macroenvironment next time.