Marketing Environment Includes Micro-environment: actors close to the company that affect its ability to serve its customers Macro-environment: larger societal forces that affect the microenvironment Considered to be beyond the control of the organization O Copy rights reserved, Zou Deqiang
6 6 © Copy rights reserved, Zou Deqiang Marketing Environment • Includes: ¾ Micro-environment: actors close to the company that affect its ability to serve its customers. ¾ Macro-environment: larger societal forces that affect the microenvironment. • Considered to be beyond the control of the organization
Technological/ economIc Marketing physical environment Intermediaries on Publics omers ompetitors Social/ environment environment 7 O Copy rights reserved, Zou Deqiang
7 7 © Copy rights reserved, Zou Deqiang
Micro- and macro-environment MACRO-ENVIRONMENT Interest Technology FIRM INTERNAL ENVIRONMENT Some Suppliers Some Intermediaries publics competitio
8 Micro- and macro-environment
Actors in the Micro-environment Marketing C aries Marketing 9 O Copy rights reserved, Zou Deqiang
9 9 © Copy rights reserved, Zou Deqiang Actors in the Micro-environment
Partnering with Intermediaries Coca-Cola's partnership efforts help intermediaries to market more effectively Coca-Cola shares research results related to the beverage market, such as consumer preference and demographic data. They've even analyzed creative aspects of drive-through menu board design that could be improved O Copy rights reserved, Zou Deqiang
10 10 © Copy rights reserved, Zou Deqiang Coca-Cola’s partnership efforts help intermediaries to market more effectively. Coca-Cola shares research results related to the beverage market, such as consumer preference and demographic data. They’ve even analyzed creative aspects of drive-through menu board design that could be improved. Partnering with Intermediaries