ADMS 2200 Chapter Notes - Chapter 4: Natural Environment, Unfair Business Practices, Ernst Engel

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Louise Ripley

Document Summary

Marketing environment-the actors and forces outside marketing that affect marketing management"s ability to build and maintain successful relationships with target customers. Two disciplined methods for collecting information about marketing environment- 1. marketing research. Microenvironment-the actors close to the company that affect its ability to serve its customers- the company, suppliers,marketing intermediaries, customer markets, competitors, and publics. Macroenvironment the larger societal forces that affect the microenvironment. The company-designing marketing plans,marketing management takes other company groups into account- groups. The company-designing marketing plans, marketing management takes other company groups into account- groups such as top management, finance,research and development, purchasing, operations and accounting. Suppliers- important link in the companys overall customer value delivery system. Provide the resources needed by the company to produce its goods and services. Competitors-marketing concept states that to be successful a company must provide greater customer value and satisfaction than its competitors do. Thus,marketers must do more than simply adapt to the needs of target consumers.