MGMA01H3 Chapter Notes - Chapter 3: Natural Environment, Canadian Food Inspection Agency, Apple Community
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. Macroenvironment the larger societal forces that affect the microenvironment demographic, economic, natural, technological, political, and cultural forces: the microenvironment: Marketing success requires building relationships with: other company departments, suppliers, marketing intermediaries, competitors, various publics, and customers value delivery network. Designing marketing plans takes account of other company groups internal environment: top management, finance, research and development (r&d), purchasing, operations, accounting. Top management sets the company"s mission, objectives, broad strategies, and policies: marketing managers make decisions within the strategies and plans. Supplier problems can seriously affect marketing supply availability and costs. Form an important link in the company"s overall customer value delivery network. Treat suppliers as partners in creating and delivery customer value.
