BMGT 350 Chapter Notes - Chapter 3: Financial Analyst, Generation Z, Millennials
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: larger societal forces that affect the microenvironment, demographic, economic, natural, technological, political and cultural forces. Other company groups are taken into account such as top management, finance, research and development, purchasing, operations, accounting- form internal environment. Top management sets company"s mission, objectives, broad strategies, policies. Important link in company"s overall customer value delivery network. Provide resources needed by company to produce its goods and services. Marketing intermediaries: firms that help the company to promote, sell, and distribute its goods to final buyers. Resellers: distribution channel firms that help the company find customers or make sales to them: wholesalers, retailers.