MGMA01H3 Chapter 3: Chapter 3 Notes
Document Summary
Suppliers: marketing managers must watch supply availability and costs, most marketers today treat their suppliers as partners in creating and delivering customer value. Competitors: marketers must gain strategic advantage by positioning offerings strongly against competitors" offerings in minds of consumers. Publics public any group that has an actual or potential interest in or impact on an organization"s ability to achieve its objectives there are 7 types of publics: financial publics. This group influences the company"s ability to obtain funds, such as banks and shareholders: media publics. This group carries news, features, and editorial opinion, such as newspapers, and tv and radio stations: government publics. Marketers must often consult the company"s lawyers on issues of product safety, truth in advertising, and other matters: citizen action publics. Marketing decisions may be questioned by consumer organizations, environmental groups, minority groups, and others. Its public relations department can help it stay in touch with consumer and citizen groups: local publics.
