kotcha03 - 1 Chapter 3 The Marketing Environment 2...

Info iconThis preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: 1 Chapter 3 The Marketing Environment 2 Marketing Environment Marketing Environment- consists of the actors and forces outside marketing that affect marketing managements ability to develop and maintain successful relationships with its target customers. Includes: Microenvironment - forces close to the company that affect its ability to serve its customers. Macroenvironment - larger societal forces that affect the microenvironment. 3 The Companys Microenvironment Companys Internal Environment- functional areas inside a company that have an impact on the marketing departments plans. Suppliers - provide the resources needed to produce goods and services and are an important link in the value delivery system. Marketing Intermediaries - help the company to promote, sell, and distribute its goods to final buyers. i.e. resellers. 4 Companys Internal Environment (Fig. 3.1) 5 The Companys Microenvironment Customers - five types of markets that purchase a companys goods and services. Competitors - those who serve a target market with similar products and services against whom a company must gain strategic advantage. Publics - any group that perceives itself having an interest in a companys ability to achieve its objectives. 6 Types of Customer Markets (Fig. 3.2) G o v e r n m e n t M a r k e t s I n t e r n a t i o n a l M a r k e t s Reseller Markets B u s i n e s s M a r k e t s C o n s u m e r M a r k e t s Company 7...
View Full Document

Page1 / 20

kotcha03 - 1 Chapter 3 The Marketing Environment 2...

This preview shows document pages 1 - 7. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online