Unit 2. MarketingEnvironment
Unit 2. Marketing Environment
MarketingEnvironmentMarketing Environment- consists of theactors and forces outside marketing thataffect marketing management's ability todevelop and maintain successfulrelationships with its target customersIncludes:Microenvironment -forces close to the companythat affect its ability to serve its customers.Macroenvironment -larger societal forces thataffectthemicroenvironment
2 Marketing Environment ◼ Marketing Environment- consists of the actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful relationships with its target customers. ◼ Includes: • Microenvironment - forces close to the company that affect its ability to serve its customers. • Macroenvironment - larger societal forces that affect the microenvironment
The Company's Microenvironment(SeeP19)Company'sInternal Environment-functionalareas inside a company that have an impactonthe marketing department's plansSuppliers-provide the resources needed toproducegoodsand services and areanimportant link in the"value deliverysystem".Marketing Intermediaries-help thecompany to promote,sell,and distribute itsgoods to final buyers. i.e. resellers
3 The Company’s Microenvironment （See P19） ◼ Company’s Internal Environment- functional areas inside a company that have an impact on the marketing department’s plans. ◼ Suppliers - provide the resources needed to produce goods and services and are an important link in the “value delivery system”. ◼ Marketing Intermediaries - help the company to promote, sell, and distribute its goods to final buyers. i.e. resellers
The Company'sMicroenvironment(SeeP19-20)Company'sInternal Environment-functionalareas inside a company thathave an impacton the marketing department's plansCompany's Micro-environmentMarketing management has the task of attractingand building relationships with customers bycreating customer value and satisfaction.However,marketing management does not accomplish thistask alone.Its success will depend on other actorsin the organization's micro-environment-otherdepartments,suppliers,marketingintermediaries,customers,competitors and various publics4
4 The Company’s Microenvironment (See P19-20) ◼ Company’s Internal Environment- functional areas inside a company that have an impact on the marketing department’s plans. ◼ Company’s Micro-environment ◼ Marketing management has the task of attracting and building relationships with customers by creating customer value and satisfaction. However, marketing management does not accomplish this task alone. Its success will depend on other actors in the organization’s micro-environment—other departments, suppliers, marketing intermediaries, customers, competitors and various publics
The Company's MicroenvironmentCustomers-five types of marketsthatpurchase a company's goods and servicesCompetitors-those who serve a targetmarket with similar products and servicesagainst whom a company must gainstrategicadvantage.Publics-any group that perceives itselfhaving an interest in a company's ability toachieveitsobjectives
5 The Company’s Microenvironment ◼ Customers - five types of markets that purchase a company’s goods and services. ◼ Competitors - those who serve a target market with similar products and services against whom a company must gain strategic advantage. ◼ Publics - any group that perceives itself having an interest in a company’s ability to achieve its objectives