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MGMA01H3 (184)
Chapter 3

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University of Toronto Scarborough
Management (MGM)
Tarun Dewan

Marketing environment: actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers Market research and market intelligence are used to collect information about the environment Microenvironment: actors close to the company that affects its ability to serve its customers – the company, suppliers, marketing intermediaries, customers, competitors, etc. Macroenvironment: consists of the larger societal forces that affect the microenvironment – demographic, economic, natural, technological, political and cultural forces MICROENVIRONMENT 1) The company Marketing management must take other company groups (top mgt, finance, R&D, purchasing, operations) into account when designing marketing plans Top management sets the objectives and the departments must work together to achieve these goals. They should work together to produce superior customer value 2) Suppliers They form an important link in the customer value delivery system and they provide the resources needed to produce goods and services Supplier problems seriously affect marketing: supply shortages, labor strikes, rise in prices can dissatisfy customers 3) Marketing intermediaries Firms that help the company promote, sell and distribute its goods to final buyers Physical distribution firms help the company to stock and move goods from their points of origin to their destinations 4) Publics Any group that has an actual or potential impact on an organization’s ability to achieve its objectives. The 7 types of publics are financial (banks), media (newspaper), government, citizen action (environmental groups), local publics (neighborhoods), general public and internal public (employees) 5) Customers Most important in the microenvironment. Aim is to create strong relationships and serve their needs Consumer market: individuals that buy goods for personal consumption Business market: buy goods for resale or further production Government market: agencies that buy goods to produce public services International market: buyers in other countries MACROENVIRONMENT 1) Demographic Study of human population in terms of size, age, gender, race Study of demographics is important cause it involves people and people make the market Changing age structure in a segmentation is quite important to look at. Generation X: 7 million Canadians born between 1967 and 1976 in the birth dearth after the baby boom Millennial or Generation Y: children of the Canadian baby boomers bo
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