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0:00
Hello and welcome
to this session
on the external
marketing environment.
My name is Annmarie Hanlon
and I teach marketing at
Cranfield University's School
of Management in the UK.
Some of these themes are taken
from my book digital marketing.
Let's get started.
0:20
In this session we look
at what happens if you
fail to address the external
marketing environment,
and then we use the
PESTLE framework to
assess all elements in
the external marketing
environment.
0:35
The external marketing
environment is part of
the wider marketing environment
which we need to
consider in marketing.
Other elements include
the internal marketing
and the performance environment.
0:50
You can choose to respond to
the external marketing
environment or ignore it,
as several well-known
companies have done,
Nokia was a leading telecoms
company with a long history.
At one stage they sold
the most popular mobile
phone, the Nokia
communicator yet the
company disappeared,
as it was bought by Microsoft
and its chief executive
said,'' we didn't do anything
wrong but somehow we lost.''
They failed to monitor the
external environment and
did not see the changes
taking place in the market.
MySpace was a popular
social media platform
but failed to hold on
to its users who joined
other platforms such as
Facebook. It failed to
innovate and listen to
its customers. Myspace
still exists as
a much smaller network
for musicians and bands.
Blockbuster Video
provided video rental
but charged high fines if you
returned your movies late.
Two friends who
experienced the fines,
looked for another method of
video rental and
founded Netflix.
Blockbuster failed to address
this competitor and with
so many physical
stores, its costs
increased and it could not keep
up with online competitors.
