COMM 223 Chapter 3: Analyzing the Marketing Environment (Kotler: Principles of Marketing, 9th Canadian ed)

• School: Concordia University
• Department: Commerce
• Course: COMM 223
• Professor: Frederick Tobin

Document Summary

Marketing environment - actors and forces outside marketing that a(cid:129)ect marketing management"s ability to build and maintain successful relationships with target customers. Marketers have marketing research and marketing intelligence for collecting info about this. Microenvironment - actors close to company that a(cid:129)ect ability to serve customers. Ex. company, suppliers, marketing intermediaries, customer markets, competitors, and publics. Macroenvironment - larger societal forces that a(cid:129)ect microenvironment. Ex. demographic, economic, natural, technological, political, and cultural forces. In designing marketing plans, marketing management takes other company groups into account, such as top management, (cid:138)nance, research and development (r&d), purchasing, operations, and accounting, which form internal environment. Marketing managers make decisions within strategies and plans made by top management. Most marketers treat them as partners in creating/delivering customer value. Marketing intermediaries - help company promote, sell, and distribute its products to (cid:138)nal buyers. Ex. resellers, physical distribution (cid:138)rms, marketing services agencies, and (cid:138)nancial intermediaries.