MKTG1501 Lecture Notes - Lecture 5: Grater, Natural Environment, Habitat
MKTG1501 Lecture 5 Marketing Environment and analysis
1) Micro environment
- In micro environment, marketing management take the task of attracting
and building the relationship with customers by creating customer value and
satisfaction
- Before structuring the micro environment, organisation need to consider its
internal environment
- key actors involved in micro environment: Organisation, suppliers, marketing
intermediaries, customers, competitors and the public
a) Suppliers
- serves as the customer’s value delivery system for organisation
- marketing managers must track at supplier’s supply availability, its shortage
and delays, labour strikes, the price trend of the supplies
b) Intermediaries
- serves as the people who promote, sell and distribute the goods to the final
customers (buyers)
- Eg resellers, physical distribution firms
- Marketing service agencies: are the facilitating agencies such as market
research agencies, advertising agencies, media forms and so on
- Financial intermediaries: such as banks and credit organisations who provide
the financial support. Therefore, the insurance and financial analysis are very
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