MKTG 341 Lecture Notes - Lecture 2: Consumer Privacy, Pest Analysis, Unfair Competition
18 May 2017
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Document Summary
Marketing environment: the core: control internal value chain, microenvironment, the middle level: influence value delivery network, microenvironment, the outside: respond to macroenvironment (i. e. , societal forces) Internal value chain: the series of internal departments that carry out value-creating activities to design, produce, market, deliver, and support a firm"s products. Value delivery network: the network made up of the company, its suppliers, its distributors, & ultimately, its customers who partner with each other to improve the performance of the entire system, suppliers, marketing intermediaries, competitors, publics, customers. Suppliers: suppliers are partners in the customer value delivery system, marketers must watch supplier problems (e. g. , resources shortage, labour issues, etc. ) Marketing intermediaries: firms in the distribution channel that help promote, sell & distribute goods to final buyers, resellers (e. g. , walmart, costco) Retailers (selling in small quantities: physical distribution forms (e. g. , fedex) Inventory control, logistics, packaging, etc: marketing service agencies. Research firms, advertising agencies, media firms: financial intermediaries.
