Marketing
Chapter 3 analysing the marking environment
The microenvironment
Management job to build relationships with customers by creating customer value
and satisfaction. Major actors in marketer’s microenvironment:
- The company, marketers must work in harmony with other company
departments to create customer value and relationships
- Suppliers, marketing must watch supply availability and costs.
- Marketing intermediaries, in creating value for customers, marketers must
partner with other firms in the company’s delivery network
Physical distribution firms, help company stock and move goods
Marketing service agencies, marketing research firms
Financial intermediaries, companies that help financial transactions or
insure against the risks associated with the buying and selling of
goods.
- Competitors, must gain strategic advantage by positioning their offerings
strongly against competitor’s in the minds of customers.
- Publics
Financial publics, influences the company’s ability to obtain funds
Media publics, carries news, features and editorial opinion
Government publics, management must take government
developments into account
Citizen-action publics, consumer organisation, environmental groups..
Local publics, neighbourhood residents and community organisations
General public
Internal publics, includes workers, managers, etc
- Customers, are most important factors in the company’s microenvironment.
The aim of the entire value delivery system is to serve target customers and
create strong relationships with them.
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.
Reseller markets: buy goods and services to resell at a profit.
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 markets: consist of these buyers in other countries,
including consumers, producers, resellers and governments.
Chapter 3 analysing the marking environment
The microenvironment
Management job to build relationships with customers by creating customer value
and satisfaction. Major actors in marketer’s microenvironment:
- The company, marketers must work in harmony with other company
departments to create customer value and relationships
- Suppliers, marketing must watch supply availability and costs.
- Marketing intermediaries, in creating value for customers, marketers must
partner with other firms in the company’s delivery network
Physical distribution firms, help company stock and move goods
Marketing service agencies, marketing research firms
Financial intermediaries, companies that help financial transactions or
insure against the risks associated with the buying and selling of
goods.
- Competitors, must gain strategic advantage by positioning their offerings
strongly against competitor’s in the minds of customers.
- Publics
Financial publics, influences the company’s ability to obtain funds
Media publics, carries news, features and editorial opinion
Government publics, management must take government
developments into account
Citizen-action publics, consumer organisation, environmental groups..
Local publics, neighbourhood residents and community organisations
General public
Internal publics, includes workers, managers, etc
- Customers, are most important factors in the company’s microenvironment.
The aim of the entire value delivery system is to serve target customers and
create strong relationships with them.
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.
Reseller markets: buy goods and services to resell at a profit.
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 markets: consist of these buyers in other countries,
including consumers, producers, resellers and governments.
