Textbook Notes (378,520)
CA (167,148)
UTSC (19,212)
MGM (268)
MGMA01H3 (184)
Aggrawal (13)
Chapter 3

Ch. 3 and 6 Notes

6 Pages
109 Views

Department
Management (MGM)
Course Code
MGMA01H3
Professor
Aggrawal

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Ch3:Analysing the Marketing Environment
Micro-environment of Companies
Marketing success means customer value and satisfaction, marketing mangers need the support
from a number of different environments in order to satisfy that goal
The Company
Marketers must work closely with other departments to create the idea of “think consumer”
Must encourage the company to provide superior customer value and relationships
Suppliers
Marketers must ensure there are no delivery delays or labour strikes to ensure that no sales
are lost or affect customers satisfaction
Marketers should treat the suppliers are partners in creating and delivering customer value
Marketing Intermediaries : Marketers in intermediaries must merge in order to help each other ob-
tain their desired goals, share costs and R&D
Competitors : Marketers can develop competitive marketing strategies that challenge competitors
weaknesses, and thus collect better rates of return
Publics
Publics: Any group with potential interest or impact on an organization’s ability to achieve its ob-
jectives
Example: Financial publics determine funds, government publics, citizen-action publics may
question or complain on the company and general public where their image of the company
can affect they buying patterns
Consumers : Marketer must focus on consumers in order to meet the objectives of the firm
Macro-environment of Companies
Demographic Environment
April 24, 2011 4:28 PM
W4.Ch3,6,7: Consumer Behaviour
www.notesolution.com
As the world population continues to grow, this poses a number of opportunities, yet also
threats to the company
Example: China’s one-child policy created a generation that relies on markets to develop
their individuality, thus, the country depends on heavy consumption patterns
Age Structure in Population
Baby Boomers are a large target market and are willing to experience new things
Generation X are more skeptical about products, tend to save more and care about social is-
sues
Millennials are fluent with technology and are the youngest age group
Changing Households: Families are structured more diversely compared to the past, thus new de-
mand and needs arise within families
Geographical Shift in Population: Many people change their working habits due to urban sprawl
Better Education: More people earn post-secondary degrees, thus increasing demand for high-
quality products, literature and magazines
Increased Diversity: Diversity in ethnicity, sexuality and disabilities introduced new opportunities
to marketers
Changing Consumer Income: The rich are getting richer and the poor are getting poorer
Changing Consumer Spending Patterns: As incomes change, what and how much people buy
changes
Natural Environment: The shortage of raw materials, water shortage, pollution, increased govern-
ment intervention and environmentally sustainable goods and services
Technological Environment: Changes in technology affect the world around us, provide new prod-
ucts, new needs and new opportunities
Political and Social Environment: More government intervention, concerned privacy issues on
internet and more sponsorships of events
Cultural Environment:
April 24, 2011 4:28 PM
www.notesolution.com

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Description
April 24, 2011 4:28 PM W4.Ch3,6,7: Consumer Behaviour Ch3:AnalysingtheMarketingEnvironment Micro-environment of Companies Marketing success means customer value and satisfaction, marketing mangers need the support from a number of different environments in order to satisfy that goal The Company Marketers must work closely with other departments to create the idea of think consumer Must encourage the company to provide superior customer value and relationships Suppliers Marketers must ensure there are no delivery delays or labour strikes to ensure that no sales are lost or affect customers satisfaction Marketers should treat the suppliers are partners in creating and delivering customer value Marketing Intermediaries : Marketers in intermediaries must merge in order to help each other ob- tain their desired goals, share costs and R&D Competitors : Marketers can develop competitive marketing strategies that challenge competitors weaknesses, and thus collect better rates of return Publics Publics:Any group with potential interest or impact on an organizations ability to achieve its ob- jectives Example: Financial publics determine funds, government publics, citizen-action publics may question or complain on the company and general public where their image of the company can affect they buying patterns Consumers : Marketer must focus on consumers in order to meet the objectives of the firm Macro-environment of Companies Demographic Environment www.notesolution.com
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