Chapter 3 The Marketing Environment 2025/5/17
2025/5/17 1 Chapter 3 The Marketing Environment
Marketing Environment Marketing Environment-.The actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers. Includes: Microenvironment-actors close to the company that affect its ability to serve its customers. Macroenvironment-larger societal forces that affect the microenvironment. 2025/5/17
2025/5/17 2 Marketing Environment Marketing Environment- The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. Includes: Microenvironment - actors close to the company that affect its ability to serve its customers. Macroenvironment - larger societal forces that affect the microenvironment
一.The Company's Microenvironment (Company's Internal Environment- functional areas inside a company that have an impact on the marketing department's plans. 2025/5/17
2025/5/17 3 一． The Company’s Microenvironment (一) Company’s Internal Environmentfunctional areas inside a company that have an impact on the marketing department’s plans
Company's Internal Environment R&D Finance ToP Punufacturing Accounting Marketing 2025/5/17
2025/5/17 4 Company’s Internal Environment
(Suppliers-provide the resources needed to produce goods and services Visible resources i.e.raw material, machine,money,man power Resources Invisible resources i.e.service,technology, information 2025/5/17
2025/5/17 5 (二) Suppliers – provide the resources needed to produce goods and services . Visible resources i.e. raw material, machine, money, man power Invisible resources i.e. service, technology, information Resources