Chapter 3.docx

20 views6 pages
15 Apr 2012
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
- 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
Unlock document

This preview shows pages 1-2 of the document.
Unlock all 6 pages and 3 million more documents.

Already have an account? Log in
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*
- Consider own size and industry position to competitors
- 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
- Consumer markets: individuals and households that buy goods and services for personal
- Business markets: buy goods and services for further processing or for use in the production
- 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
Unlock document

This preview shows pages 1-2 of the document.
Unlock all 6 pages and 3 million more documents.

Already have an account? Log in

Get OneClass Notes+

Unlimited access to class notes and textbook notes.

YearlyBest Value
75% OFF
$8 USD/m
$30 USD/m
You will be charged $96 USD upfront and auto renewed at the end of each cycle. You may cancel anytime under Payment Settings. For more information, see our Terms and Privacy.
Payments are encrypted using 256-bit SSL. Powered by Stripe.