Analyzing the Marketing Environment

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Western University
Management and Organizational Studies
Management and Organizational Studies 2320A/B
Angela White

Analyzing the Marketing Environment 1232012 83100 PM The Marketing Environment y Includes the actors and forces outside marketing that affect marketing managements ability to build and maintain successful relationships with customers y SWOT analysis o Understanding how we can best serve our customers usually begins with a complete analysis of the companys situationThe Companys Microenvironment y Microenvironmentconsists of the actors close to the company that affect its ability to serve its customers the company suppliers marketing intermediaries customers markets competitors and publics o Strengths and weaknesses y Company o Top management o Finance o RD o Purchasing o Operations o Accounting y Suppliers o Provide the resources to produce goods and services o Treated as partners to provide customer value y Marketing intermediaries o Help the company promote sell and distribute its products o 5 typesConsumerBusinessResellerGovernmentInternational y Competitors o Firms must gain strategic advantage by positioning their offering against competitors offerings y Publics
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