Chapter Three Analyzing the Marketing Environment
Chapter OverviewMarketing does not operate in a vacuum but rather in a complex and changing environment. Other actors in this environment may work with or against the company. Major environmental forces shape marketing opportunities, pose threats, and affect the company’s ability to build customer relationships. To develop effective marketing strategies, the company must first understand the environment in which marketing operates.
Chapter Objectives1- Describe the environmental forces that affect the company’s ability to serve its customers.2- Explain how changes in the demographic and economic environments affect marketing decisions.3- Identify the major trends in the firm’s natural and technological environments. 4- Explain the key changes in the political and cultural environments.5- Discuss how companies can react to the marketing environment.
The Marketing EnvironmentThe marketing environment consists of the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers. The marketing environment consists of:A microenvironment.A macroenvironment.
A- The Microenvironment It consists of the actors close to the company that affect its ability to serve its customers.Marketing management’s job is to build relationships with customers by creating customer value and satisfaction. However, marketing managers cannot do this alone. Marketing success requires building relationships with other company departments, suppliers, marketing intermediaries, competitors, various publics, and customers, which combine to make up the company’s value delivery network.
1- The company: In designing marketing plans, marketers must work in harmony with other company departments - e.g., finance, R&D, purchasing, accounting, HR and operations – to create customer value and relationships. With marketing taking the lead, all departments share the responsibility for understanding customer needs and creating customer value. And all of these interrelated groups form the internal environment.2- The suppliers: In creating value for customers, marketers must partner with other firms in the company’s value delivery network. The suppliers provide the resources needed to produce goods and services. Marketing managers must watch supply availability and costs.
3- Marketing intermediaries: Those are the firms thathelp the company to promote, sell, and distribute its products to final buyers.Resellersare distribution channel firms that help the company find customers or make sales to them. These include wholesalers and retailers. Physical distribution firms help the company to stock and move goods from their points of origin to their destinations.
You've reached the end of your free preview.
Want to read all 27 pages?
- Summer '13
- Marketing, partner