COMM 2401 Chapter Notes - Chapter 4: Income Distribution, Natural Environment, Generation Z
29 Oct 2018
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Marketing environment: the actors and forces outside marketing that affect marketing management"s ability to build and maintain successful relationships with target customers. 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. Marketing intermediaries: firms that help the company to promote, sell, and distribute its goods to final buyers (resellers, physical distribution firms, marketing services agencies, financial intermediaries) A company must partner effectively with marketing intermediaries to optimize the performance of the entire system. A company must provide greater customer value and satisfaction than its competitors do they must gain strategic advantage by positioning their offerings strongly against competitors" offerings in the minds of consumer. Macroenvironment: the larger societal forces that affect the microenvironment demographic, economic, natural, technological, political and cultural forces: demographic, economic, natural, technological, political, cultural.
