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MGMA01H3 (184)
Chapter 3

Chapter 3 Notes-Analyzing the Marketing Environment.docx

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Department
Management (MGM)
Course
MGMA01H3
Professor
Alison Jing Xu
Semester
Fall

Description
Chapter 3 Marketing Environment: actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers Microenvironment-actors close to the company that affect its ability to serve customers- the company, suppliers, marketing intermediaries, customer markets, competitors, and publics Marketing intermediaries: firms that help the company promote, sell and distribute its products to final buyers  Resellers are distribution channel firms that help the company find customers and makes sells to them  Physical distribution firms: help the company stock and move goods from their points of origin to their destinations  marketing services agencies: companies that help the company target and promote its products to the right markets  Financial intermediaries: banks, credit companies, insurance companies, other businesses that help finance transactions or insure against the risks associated with buying/selling goods Public: any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives  financial publics: influences company's ability to obtain funds  media publics: carries news, features and editorial opinion  govt publics: management must take government developments into account  citizen-action publics: marketing decisions may be questioned by consumer organizations, enviro groups etc  local publics: neighbourhood residents and community organizations  general public: company needs to be concerned about the general publi
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