MARKETING ENVIRONMENT

Understanding the Marketplace and Consumers22

chapter:

Katarína Chomová, 2012

The Microenvironment?

“The actors close to the company that affect its

ability to serve its customers.“

The

Com

pany

The

Com

pany

• TOP MANAGEMENT•FINANCE

•RESEARCH AND DEVELOPMENT (R&D)

•PURCHASING•OPERATIONS•ACCOUNTING

• They provide the resources needed by the company to

produce its goods and services.•MANUFACTURER•WHOLESALER•PACKAGER

•ETC.

Supp

liers

Supp

liers

MISSION STATEMENT:........................................................

.... Achieve supplier satisfaction...

• They help the company promote, sell and distribute its

products to final buyers.• PHYSICAL

DISTRIBUTION FIRMS

•MARKETING SERVICES AGENCIES

Mar

ketin

g M

arke

ting

Inte

rmed

iarie

sIn

term

edia

ries

• The company must provide greater customer value and

satisfaction than its competitors do.

Com

petit

ors

Com

petit

ors

• Any group that has an actual or potential interest in or impact on

an organization´s ability to achieve its objectives.•FINANCIAL PUBLICS

•MEDIA PUBLICS•GOVERNMENT PUBLICS

•CITIZEN-ACTION PUBLICS•LOCAL PUBLICS

•GENERAL PUBLICS•INTERNAL PUBLICSPu

blic

sPu

blic

s

• Customers are the mostimportant actors in the company

´s microenvironment.

Cust

omer

sCu

stom

ers

The Macroenvironment?

“The larger societal forces that affect the microenvironment.“

• The study of human populations in terms of size,

density, location, age, gender, race, occupation and other

statistics.

Demographic

Demographic

Population size

Structure of the population

Silver economy

Generation Y

Blue-collar versus white-collar

• Economic factors that affect consumer purchasing power and

spending patterns.

Economic

Economic

Tato Nano in India

• Forces that create new technologies, creating new

product and market opportunities.

TechnologicalTechnological

Perhaps the most dramatic force....

• Laws, government agencies, and pressure groups that

influence and limit various organizations and individuals in

a given society.

PoliticalPolitical

• Institutions and other forces that affect society´s basic values,

perceptions, preferences and behaviors.

CulturalCultural

• Natural resources that are needed as inputs by marketers

or that are affected by marketing activities.

•Environmental sustainability-Developing strategies and

practices that create a world economy that the planet can

support indefinitely.

Natural

Natural

World´s first 100 percent compostable package...

Credit conditions:•Attendance at seminars (are allowed 2 non-participations)

•One presentation about marketing (marketing mix- to analyse of product/service, price, place, promotion)of your favorite company (product) or NGOs