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Chapter_3 - Environmental Analysis Marketing Research(Week...

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Environmental Analysis & Marketing Research (Week three)
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Micro vs Macro Environments Microenvironment The forces close to the organisation that affect its ability to serve its customers ; the organisation, market channel firms, customer markets, competitors and publics Macroenvironment The larger societal forces that affect the whole microenvironment; demographic, economic, natural, technological, political forces
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The need to keep up A key role for marketing lies in understanding the world in which they operate. Marketing research Marketing intelligence Healthy curiosity The reward of constant monitors is identification of opportunities (and threats).
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The Marketing Organisation's Micro Environment
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Actors in Microenvironment Suppliers Company Competitors Marketing Inter- mediaries Customers Publics
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1. The Marketing Organisation Senior management sets the organisation’s mission, objectives, broad strategies and policies. Marketing managers must make decisions within the plans made by senior management. Senior management must approve marketing plans before they can be implemented. In designing marketing plans, marketing management takes other organisation groups into account such as: top management, finance, research and development (R&D), purchasing, manufacturing and accounting.
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2. Suppliers Suppliers are an important link in the organisation’s overall customer ‘value delivery system’.
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