Textbook Notes (363,141)
Canada (158,218)
MGMA01H3 (184)
Chapter 3

Chapter 3 Notes

3 Pages
Unlock Document

University of Toronto Scarborough
Management (MGM)
Alison Jing Xu

Chapter 3 Analyzing the Marketing Environment Notes marketing environment the actors and forces outside marketing that affect marketing managements ability to build and maintain successful relationships with target customers the marketing environment is made up of a microenvironment and a macro-environment microenvironment the actors close to the company that affect its ability to serve its customersthe company, suppliers, marketing intermediaries, customer markets, competitors, and publics macro-environment the larger societal forces that affect the microenvironmentdemographic, economic, natural, technological, political, and cultural forces The Companys Microenvironment marketing success will require building relationships with other company departments, suppliers, marketing intermediaries, customers, competitors, and various publics, which combine to make up the companys value delivery network Suppliers marketing managers must watch supply availability and costs supply shortages or delays, labour strikes, and other events can cost sales in the SR and damage customer satisfaction in the LR rising supply costs may force price increases that can harm the companys sales volume most marketers today treat their suppliers as partners in creating and delivering customer value Marketing Intermediaries marketing intermediaries firms that help the company promote, sell, and distribute its goods to final buyers they include resellers, physical distribution firms, marketing services agencies, and financial intermediaries resellers are distribution channel firms that help the company find customers or make sales to them physical distribution firms help the company to stock and move goods from their points of origin to their destinations marketing service agencies are the marketing research firms, advertising agencies, media firms, and marketing consulting firms that help the company target and promote its products to the right markets financial intermediaries include banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods Competitors marketers must gain strategic advantage by positioning offerings strongly against competitors offerings in minds of consumers no single competitive marketing strategy is best for all companies each firm should cons
More Less

Related notes for MGMA01H3

Log In


Don't have an account?

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.