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MarketingBasicsL2ht08stud - Lecture2...

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08-09-03 1 Lecture 2 Environment, informa2on and consumer markets Today • Marke(ng Environment • Marke(ng Informa(on • Consumer Markets The Marke2ng Environment The marke(ng environment includes the actors and forces outside marke2ng that affect marke2ng management’s ability to build and maintain successful rela2onships with customers 3-4
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08-09-03 2 The Marke2ng Environment Marketing Environment Microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marke2ng intermediaries, customer markets, compe2tors, and publics 3-5 The Company’s Microenvironment Marketing Environment Macroenvironment consists of the larger societal forces that affect the microenvironment Demographic Economic Natural Technological Poli2cal Cultural 3-6 The Company’s Microenvironment The Company Suppliers Marke2ng intermediaries Customers Compe2tors 3-7
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08-09-03 3 The Company’s Microenvironment The Company Internal environment includes: Top management Finance R&D Purchasing Opera2ons Accoun2ng 3-8 The Company’s Microenvironment Suppliers Provide the resources to produce goods and services Treated as partners to provide customer value 3-9 The Company’s Microenvironment Help the company to promote, sell, and distribute its products to final buyers Resellers are the distribution channel firms that help the company find customers or make sales to them Physical distribution firms Marketing services agencies Financial intermediaries 3-10 Marketing Intermediaries
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08-09-03 4 The Company’s Microenvironment Marketing Intermediaries Physical distribu(on firms are the distribu2on channel firms that help the company to stock and move goods from their points of origin to their final des2na2on 3-12 The Company’s Microenvironment Customers Customer markets consist of individuals and households that buy goods and services for personal consump2on Business markets buy goods and services for further processing or for use in their produc2on process 3-15 The Company’s Microenvironment Customers Reseller markets buy goods and services to resell at a profit Government markets buy goods and services to
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