Chapter4 - Chapter 3 Marketing environment the actors and...

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Unformatted text preview: Chapter 3 Marketing environment- the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers Microenvironmen t- the actors close to the company that affect its ability to serve its customers. i.e, the company, suppliers, marketing intermediaries, customer markets, competitors and publics Macroenvironment- the larger societal forces that affect the microenvironment. i,e, demographicm economic, natural, technological, political, and cultural forces Marketing management’s job is to build relationships with customers by creating customer value and satisfaction Value delivery network- company, suppliers, marketing intermediaries, competitors, publics, customers Marketing intermediaries- firms that help the company to promote, sell, and distribute its good to final buyers. 3 kinds: physical distribution firms, marketing services agencies, and financial intermediaries Public-any group that has an actual or potential interest in or impact on an organization’s ability to achieve its...
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Chapter4 - Chapter 3 Marketing environment the actors and...

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