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.
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”
Marketing Intermediaries – firms that help the company promote, sell, and distribute its goal to final buyers.
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