Chapter 4 Analyzing the Marketing Environment
Marketing environment-The actors and forces outside marketing that affect marketing management’s
ability to build and maintain successful relationships with target customers.
Two Disciplined methods for collecting information about marketing environment- 1.marketing
research. 2.marketing intelligence.
The Marketing Environment is made up of:
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
The company-designing marketing plans,marketing management takes other company groups into
The company-designing marketing plans, marketing management takes other company groups into
account- groups such as top management, finance,research and development, purchasing, operations
Suppliers- important link in the companys overall customer value delivery system.
Provide the resources needed by the company to produce its goods and services.
Competitors-marketing concept states that to be successful a company must provide greater customer
value and satisfaction than its competitors do. Thus,marketers must do more than simply adapt to the
needs of target consumers.
Firms that help the company to promote,sell, and distribute its goods to final buyers.
Include: resellers, physical distribution firms,marketing services agencies and financial intermediaries,
Resellers- distribution channel firms that help the company find customers or make them.
Physical distribution firms- help the company to stock and move goods from their points of origin to
Marketing services agencies- the marketing research firms, advertising agencies,media firms and
marketing consulting firms that help target and promote its products to the right market.
Financial intermediaries-include banks, credit companies, insurance companies, and other businesses
that help finance transactions or insure against the risks associated with the buying and selling of goods. Ex of working with intermediaries- Coca-cola signs on as the exclusive beverage provider for a fast-food
chain such as mcdonalds, wendys or subway it provides much more than just soft drinks- it also pledges
powerful marketing support.
Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its
Financial publics- this group influences the company’s ability to obtain funds. Banks, investment houses,
and stockholders are the major financial publics.
Media publics- this group carries news, features, and editorial opinion. It includes newspaper,
magazines, and radio and television stations.
Government publics- management must take government developments into account. Marketers must
often consult the company’s lawyers on issues of product safety, truth in advertising, and other matters.
Citizen-action publics- a company’s marketing decisions may be questioned by consumer organizations,
environmental groups, minority groups, and others. Its public relations department can help it stay in
touch with consumer and citizen groups.
Local publics- this group includes neighbourhood residents and community organizations.Large
companies usually appoint a community relations officer to deal with the community, attend meetings,
answer questions and contribute to importance of community publics.
General publics- a company needs to be concerned about the general public’s attitude toward its
products and activities. The publics image of the company affects its buying.
Internal publics-this group includes workers, managers, volunteers and the board of directors. Large
companies use newsletters and other means to inform and motivate their internal publics. When
employees feel good about their company,this positive attitude spills over to external publics.
Company might target the follow groups:
Consumer markets-consists of individuals and households that buy goods and services for personal
Business markets- buy goods and services for further processing or for use in their production process
whereas reseller markets buy goods and services to resell at a profit.
Government markets- are made up of government agencies that buy goods and services to produce
public services or transfer the goods and services to others who need them. International markets-consist of these buyers in other countries, including consumers, producers,
resellers, and governments.