Chapter 3.docx

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15 Apr 2012
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Chapter 3 understanding the marketplace and consumers
- Marketing environment: the actors and forces outside marketing that affect marketing mgmt’s
ability to build and maintain successful relationship w/ target customers
- Markets have TWO special aptitudes
o Disciplined methods-> market research & marketing intelligence-> for collecting info abt
marketing enviro
o More time spent in customer and competitor enviros
- Marketing environment
o Microenvironment: the actors close to the company that affects its ability to serve its
customers the 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 company’s microenvironment
- Actors in the microenvironment
o The company
o Suppliers
o Marketing intermediaries
o Competitors
o Publics
o Customers
The company
- Company groups to form internal environment
Suppliers
- Link to overall customer value delivery system
- Provides resources needed to produce g&s
- Supplier problems can affect marketing
- Rising supply costs affect sales volume
Marketing intermediaries
- Marketing intermediaries: firms that help the company promote, sell, and distribute its goods to
final buyers
- Includes…
o Resellers: distribution channel firms that help the company find customers or make
sales to them
Ex wholesalers, retailers
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o Physical distribution firms: firms that help the company stock and move goods from
their points of origin to their destinations
o Marketing service agencies: the marketing research firms, advertising agencies, media
firms, and marketing consulting firms that help the company target and promote its
products to the right markets
o Financial intermediaries: include banks, credit companies, insurance companies, and
other businesses that help finance transaction or insure against he risks associated w/
the buying and selling of goods
- Also related to delivery system
- Work w/ intermediaries as PARTNERS*
Competitors
- Consider own size and industry position to competitors
Publics
- Public: any group that has an actual or potential interest in or impact on an organization’s ability
to achieve its objectives
- SEVEN types
o financial publics: group that influences the company’s ability to obtain funds
ex banks, investment houses
o media publics: groups that carry news, features, and editorial opinion
ex newspapers, magazines
o government publics: groups where markets consult company’s lawyers on issues of
product safety, truth in advertising, and other matters
o citizen-action publics: group that can help company stay in touch w/ consumer and
citizen groups
o local publics: group that includes neighbourhood residents and community orgs
o general public: the attitudes toward products and activities of the company
o internal publics: workers, managers, volunteers and the BOD
Customers
- Consumer markets: individuals and households that buy goods and services for personal
consumption
- Business markets: buy goods and services for further processing or for use in the production
process
- Reseller markets: buy goods and services tor esell at a profit
- Government markets: made up of gov’t agencies that buy goods and services to produce public
services or transfer the goods and services to others who need them
- International markets: buyers in other countries, including consumers, producers, resells, and
gov’t
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