Marketing chapters’ summary
Chapter 3 – Analysing the marketing environment
Marketing environment – Microenvironment – Macroenvironment
• Marketing environment
o Actors and forces outside marketing
• Microenvironment
o Actors close to company
▪ Company, Suppliers, marketing intermediaries, competitors, publics,
customers
• Macroenvironment
o Larger social forces
▪ Demographic, economic, natural, technological, political and cultural
The Microenvironment
• Company
o Top management, finance, research and development (R&D), purchasing,
operations and accounting internal environment
o Top management sets company’s mission, objectives, broad strategies and
policies
o Marketing managers make decisions within the strategies and plans created
by top management
▪ Must work closely with other company departments
▪ Must “think consumer”
Suppliers
• Important link in company’s overall customer value delivery network
• Treat suppliers as partners
• Example of Toyota -> protected supplier when there was a fault in some part of car
Marketing intermediaries
• Help company promote, sell and distribute its products to final buyers
• Resellers
o Distribution channel firms that help the company find customers or make
sales to them
o Wholesalers, retailers
o Challenges with big companies like metro, Walmart, Tesco …
• physical distribution firms
o stock move goods from their points of origin to their destinations
• marketing services agencies
o are the marketing research firms, advertising agencies, media firms and
marketing consulting firms help target and promote its products to the
right markets
• financial intermediaries
o banks, credit companies, insurance and companies and other businesses that
help finance transactions or insure against the risks associated with the
buying and selling od goods
• important partners –> marketing support
Chapter 3 – Analysing the marketing environment
Marketing environment – Microenvironment – Macroenvironment
• Marketing environment
o Actors and forces outside marketing
• Microenvironment
o Actors close to company
▪ Company, Suppliers, marketing intermediaries, competitors, publics,
customers
• Macroenvironment
o Larger social forces
▪ Demographic, economic, natural, technological, political and cultural
The Microenvironment
• Company
o Top management, finance, research and development (R&D), purchasing,
operations and accounting internal environment
o Top management sets company’s mission, objectives, broad strategies and
policies
o Marketing managers make decisions within the strategies and plans created
by top management
▪ Must work closely with other company departments
▪ Must “think consumer”
Suppliers
• Important link in company’s overall customer value delivery network
• Treat suppliers as partners
• Example of Toyota -> protected supplier when there was a fault in some part of car
Marketing intermediaries
• Help company promote, sell and distribute its products to final buyers
• Resellers
o Distribution channel firms that help the company find customers or make
sales to them
o Wholesalers, retailers
o Challenges with big companies like metro, Walmart, Tesco …
• physical distribution firms
o stock move goods from their points of origin to their destinations
• marketing services agencies
o are the marketing research firms, advertising agencies, media firms and
marketing consulting firms help target and promote its products to the
right markets
• financial intermediaries
o banks, credit companies, insurance and companies and other businesses that
help finance transactions or insure against the risks associated with the
buying and selling od goods
• important partners –> marketing support
