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Marketing 2
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The marketing environment : is the actors and forces outside
marketing that affect marketing management’s ability to build and
maintain successful relationships with target customers. consist of
both microenvironment and a macro environment
Microenvironment :
The actors close to the company that affect its ability to serve its
customers, the company, suppliers, marketing intermediaries,
customer markets, competitors, and publics.
Macro environment :
The larger societal forces that affect the microenvironment—
demographic, economic, natural, technological, political, and cultural
forces.
The Company : in designing marketing plans
,marketing management should take other company
groups into account ,this group such as top management ,
human resource management ,operation, research and
development .
Suppliers : those who provide the resources
needed by the company to produce its goods and
service. Marketing mangers should watch supply
aviability and cost
Marketing intermediaries : Firms that help the company to
promote, sell, and distribute its goods to final
buyers .they consist of :
* Resellers :are distribution channel firms that help the company find
the customer or make sales to them these include wholesalers and
retailers who buy and resell product.
* Physical distribution firms : help the company stock and move
goods from their points of origin to their destinations
* Marketing services agencies : are the marketing research firms
,advertising agencies ,media firms , marketing consulting firms that help
the company target and promote its product to the right markets.
*financial intermediaries : include banks, credit companies, insurance
companies ,and other businesses that help finance transaction or insure
against the risks associated with the buying and selling of goods .
* Competitors : in marketing , the company must
provide greater customer value and satisfaction than its
competitors do. Thus marketers must do more than simply
adapt to the needs of target consumers. They also must
gain strategic advantage by positioning their offerings
strongly against competitors’ offerings in the minds of
customers.
Public: Any group that has an actual or potential interest in or
impact on an organization’s ability to achieve its objectives
*Financial publics : this group influences the company’s ability to
obtain fund like : banks, investment analysts, stockholders
*Media publics :this group carries news, features ,and editorial.
*Government publics : management must take government
developments into account
*Citizen- action publics :
*local publics : like neighborhood residents and community
organization
*general public
*internal public : workers, mangers , volunteers ,and board of
directors
Customers: the aim of the entire value delivery network is to serve
target customer and to create strong relation ship with them . The
company customer may be one of the five type :
* Consumer markets : consist of individuals and households that
buy goods and services for personal consumption.
* Business markets : buy goods and services for further processing
or use in their production processes
* Government markets : consist of government agencies that buy
goods and services to produce public services or transfer the goods
and services to others who need them
* International market : consist of these buyers in other countries ,
including consumers, producers , resellers, and governments