MGMA01H3 Chapter Notes - Chapter 3: Natural Environment, Social Environment

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Published on 20 Jan 2013
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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
objectives.
Customers
o Consumer market
o Business market
o Reseller market
o Government market
o International market
Company’s Microenvironment
Macroenvironment the larger societal forces that affect the microenvironment demographic, economic, natural,
technological, political, and cultural forces.
Demographic environment size, density, location, age, gender, race, occupation…
Economic environment factors that affect consumer buying power and spending patterns.
o Engel’s Law
Income ↑
% of food C ↓
% of housing C
% of Spending ↑
Natural environment natural resources
Technological environment
o New technologies create new opportunities
o As products and technology become more complex, the public needs to know that theses are safe.
Political and Social environment
Cultural environment

Document Summary

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. Company all the departments must think customer . Marketing intermediaries firms that help the company promote, sell, and distribute its goal to final buyers. 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 objectives. Macroenvironment the larger societal forces that affect the microenvironment demographic, economic, natural, technological, political, and cultural forces. Demographic environment size, density, location, age, gender, race, occupation . Economic environment factors that affect consumer buying power and spending patterns. As products and technology become more complex, the public needs to know that theses are safe.