MGMA01H3 Chapter 3: Chapter 3 - MGTB04! Good notes!
Document Summary
Market environment consist of actors and forces outside marketing that affect marketing management s ability and maintain successful relationships with target customers. Marketers bring two special aptitudes marketing research and marketing intelligence. By studying it can adapt to their strategies to meet new marketplace challenge. Microenvironment the actors close to the company that affect its ability to serve its customer, the company, suppliers, marketing intermediaries, customer markets, competitors and public. Macroenvironment the larger societal force that affect the microenvironment demographic, economic, natural, technological, political, and cultural forces. All these are interrelated marketing manager needs to work closely with other company departments. All departments have an impact on the marketing departments plan and decisions. Provide the resources needed by the company to make goods and services. Suppliers can seriously affect marketing and the availability and costs, any external factor such as delays, shortage etc can cost sale in short run and damage customer satisfaction. (treat as partner)
