* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download The Marketing Environment
Grey market wikipedia , lookup
First-mover advantage wikipedia , lookup
Affiliate marketing wikipedia , lookup
Food marketing wikipedia , lookup
Market penetration wikipedia , lookup
Competitive intelligence wikipedia , lookup
Neuromarketing wikipedia , lookup
Marketing communications wikipedia , lookup
Target audience wikipedia , lookup
Ambush marketing wikipedia , lookup
Product planning wikipedia , lookup
Marketing research wikipedia , lookup
Multi-level marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Perfect competition wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Advertising campaign wikipedia , lookup
Target market wikipedia , lookup
Marketing plan wikipedia , lookup
Supermarket wikipedia , lookup
Resource-based view wikipedia , lookup
Direct marketing wikipedia , lookup
Multicultural marketing wikipedia , lookup
Marketing strategy wikipedia , lookup
Green marketing wikipedia , lookup
Sensory branding wikipedia , lookup
Darknet market wikipedia , lookup
Street marketing wikipedia , lookup
Services marketing wikipedia , lookup
The Marketing Environment Marketing Environment • Includes: – Microenvironment: actors close to the company that affect its ability to serve its customers. – Macroenvironment: larger societal forces that affect the microenvironment. • Considered to be beyond the control of the organization. Actors in the Microenvironment The Company’s Microenvironment • Suppliers: – Provide resources needed to produce goods and services. – Important link in the “value delivery system.” – Most marketers treat suppliers like partners. The Company’s Microenvironment • Marketing Intermediaries: – Help the company to promote, sell, and distribute its goods to final buyers • Resellers • Physical distribution firms • Marketing services agencies • Financial intermediaries Partnering With Intermediaries 5 Types of Customers • • • • • Consumer markets Business markets (B to B) Reseller markets Government markets International markets Competitors • Must understand competitor’s strengths • Must differentiate firm’s products and offerings from those of competitors • Competitive strategies should emphasize firm’s distinctive competitive advantage in marketplace Types of Publics