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Chapter 3

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MARK 201
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Marketing Management I COMM 223Winter 2013Chapter 3 Analyzing the Marketing EnvironmentMarketing environment the actors enforces outside marketing that affect marketing managements ability to build and maintain successful relationship for target customersaMarketers must be the environmental trend charters an opportunity seekersMicroenvironment the actors close the company that affect his ability to service customersthe company suppliers marketing intermediaries customer markets competitors and PublicsMacroenvironment the larger societal forces that affect the microenvironmentdemographic economic natural technological political and cultural forces1The Companys MicroenvironmentaMarketing success requires building relationships with othersiCompany suppliers marketing intermediaries competitors publics customersbThe CompanyiTop management decides on the strategies and policies and marketing managers make decisions within the strategies and plans made by top managementcSuppliersiMarketing managers must watch for supply availability and cost supply shortagesdelays causes customer dissatisfactiondMarketing Intermediaries firms that help the company promotes sell and distribute its goods to final buyers they include resellers physical distribution firms marketing services agencies and financial intermediariesiResellers distribution channel firms that help the company find customers or make sales to them including wholesalersiiPhysical distribution firms help the company to stock and move goods from their point of origin to their destinationiiiMarketing service agencies marketing research firms advertising agencies media firms and marketing consulting firms that help the company target and promote their products to the right marketsivFinancial intermediaries banks credit card companies insurance companies etc that help finance transactions or insure against the risks associated with the buying and selling goodseCompetitorsiMarketers must gain strategic investors by positioning their offerings strongly against competitors offerings in the minds of consumersfPublic any group that has an actual or potential interest in or impact on an organizations ability to achieve its objectivesiFinancial publics banks shareholders investment hoursesiiMedia publics Newspapers magazines etc that carry news features and editorial opinioniiiGovernment publics Marketers must consult lawyers on issues of product safety truth etcivCitizenaction publics Decisions must be questioned by consumer organizations environmental groups minority groups etcvLocal publics Neighbourhood residentscommunity organizationsviGeneral public The publics image of the company affects buying habitsviiInternal publics Workers managers volunteers BOD can be motivated using newsletters etcgCustomersiConsumer markets individualhousehold the buy goodsservices for personal consumptioniiBusiness markets buy goodsservices for further processing or for use in their production process
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