MKT 311 Chapter Notes - Chapter 3: Baby Boomers, Root Mean Square, Byrsonima Crassifolia
MKT 311!
Chapter 3 !
3.1 Describe the environmental forces that aļ¬ect the companyās ability to
serve its customers !
-The microenvironment includes all the actors close to the company that
aļ¬ect, positively or negatively, its ability to create value for and
relationships with customers !
-Marketing success requires relationships with other company
departments, suppliers, marketing intermediaries, competitors, publics,
and customers (value delivery network)!
-When designing marketing plans management takes other company
groups such as management, ļ¬nance, R&D, purchasing, etcā¦!
-Marketing managers must watch supply availability costs!
-Suppliers problems aļ¬ect marketing: supply shortages or delays,
labor strikes, price trends of key inputs!
- To be successful, a company must provide greater customer value and
satisfaction than its competitors do!
-A public is any group that has an actual or potential interest in or impact
on an organizations ability to achieve its objectives!
-Financial publics: inļ¬uences the companyās ability to obtain funds!
-Media publics: Carries news, features, editorial opinions, and other
content!
-Govāt publics: Management must take govāt developments into
account !
-Citizen- action publics: A companyās actions may be questioned by
consumer org, enviro groups, minority groups, etc !
-Local publics: Group includes neighborhood residents and community
orgs !
-General public!
-Internal public: people who work at/ for the company !
-Consumer markets: individuals and households !
-Business markets: buy goods and services for further processing or for
use in their product process!
-Reseller market: buy g/s to resell at proļ¬t!
-Govāt market: buy g/s to produce public services!
-Intāt markets: buyers in other countries including all of the above!
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