Textbook Notes (368,425)
Canada (161,877)
MGMA01H3 (184)
Angela Xu (6)
Chapter 3

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Management (MGM)
Angela Xu

Chapter 3understanding the marketplace and consumersMarketing environment the actors and forces outside marketing that affect marketing mgmts ability to build and maintain successful relationship w target customersMarkets have TWO special aptitudes o Disciplined methods market researchmarketing intelligence for collecting info abt marketing enviro o More time spent in customer and competitor envirosMarketing environment o Microenvironment the actors close to the company that affects its ability to serve its customersthe company suppliers marketing intermediaries customer markets competitors and publics o Macroenvironment the larger societal forces that affect the microenvironment demographic economic natural technological political and cultural forces The companys microenvironmentActors in the microenvironment o The company o Suppliers o Marketing intermediaries o Competitors o Publics o Customers The companyCompany groups to form internal environmentSuppliersLink to overall customer value delivery systemProvides resources needed to produce gsSupplier problems can affect marketingRising supply costs affect sales volume Marketing intermediariesMarketing intermediaries firms that help the company promote sell and distribute its goods to final buyersIncludes o Resellers distribution channel firms that help the company find customers or make sales to themEx wholesalers retailers 1
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