ADMS 2200 Chapter Notes - Chapter 4: Prkce, Millennials, Baby Boomers

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Louise Ripley

Document Summary

Chapter 4: analyzing the marketing environment: marketing environment the actors and forces outside marketing that affects marketing management"s ability to build and maintain successful relationships with target customers. The company"s microenvironment: marketing success will require building relationships with other company departments, suppliers, marketing, intermediaries, customers, competitors, and various publics, which combine to make up the company"s value delivery network. Suppliers: provide the resourced needed by the company to produce its goods and services, marketing managers must watch supply availability and costs, shortages, delay, strikes and other events damage customer satisfaction. These form an important component of the company"s overall value delivery system. Must partner effectively with marketing intermediaries to optimize the performance of the entire system. (coke at mcds) Competitors: must gain strategic advantage by positioning heir offerings strongly against competitors" offerings in the minds of consumers. Internal publics workers, managers, volunteers, and the board of directors. Track age and family structures, geographic population shifts, educational characteristics, and population diversity.