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Canada (158,028)
MGMA01H3 (184)
Chapter 3

Chapter 3 - Analyzing the Marketing Environment.docx

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University of Toronto Scarborough
Management (MGM)
Alison Jing Xu

Chapter 3 – Marketing Research Marketing environment – the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.  Company’s Microenvironment 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. A company has a control over microenvironment. Internal factors are mostly influenced.  Company – all the departments must “think customer”  Suppliers  Marketing Intermediaries – firms that help the company promote, sell, and distribute its goal to final buyers. o Resellers o Physical distribution firms o Marketing services agencies o Financial intermediaries  Competitors – provide customer value and satisfaction than its competitors do.  Publics – any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectiv
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