Customers loyalty and Marketing enviropment

Building long-term business relationships with customers they continually buy products / services of the company lies in the essence of the marketing concept that clearly shows the direction in which develops marketing. In this case it comes to marketing purchase or relationship marketing. 

The goal is to make the customer happy and satisfied with the relationship with the company in order to continue to buy its products throughout its lifespan. In this sense, talk about the so called value refers to how loyal customer over its lifetime will spend their income purchasing products / services from the company that is happy and buy them without thinking to buy competing products. In fact, this value is the present value of future cash flows in buyer-seller relationships.

Marketing concept is not present in the company because the company has a marketing department or because the management says that the company is marketing-oriented. Marketing concept exists only if the enterprise buyers guide behavioral difference in thinking and mods operand, that is only if all the employees in that company to measure the results achieved through the use that offer to buyers whether directly communicate with customers or employees with the help of those who exercise those communications.

Marketing enterprise environment consists of all the actors and forces outside the office managing marketing activities of the company acting on its management capability can develop and maintain successful transactions with its customers. In terms of the impact of different factors micro-environment and macro-environment.
Micro-environment includes all actors that influence the ability of the enterprise to meet its markets (buyers), while macro-environment contains social forces that act on all enterprises.

Factors that affect marketing management, and general management of a long period of time can be grouped as follows: 

-  First factors containing external environment

- Second factors of the internal environment

A more detailed classification of factors is as follows:

- First general global environment factors related to total changes in the country and beyond

- Second factors Micro-environment enterprise (social, technological, economic, political and natural)

- Third factors related to direct marketing-related environment or market intermediaries and competitors

- Fourth Internal organizational factors enterprise