Chapter 2The Global Marketing EnvironmentPRINCIPLES OF MARKETINGEighth EditionPhilip Kotler and Gary Armstrong
Marketing Environment•All the actors and forces influencing the company’s ability to transact business effectively with it’s target market.•Includes:•Microenvironment - forces close to the company that affect its ability to serve its customers.•Macroenvironment - larger societal forces that affect the whole microenvironment.
The Marketing EnvironmentCompanyDemographicEconomicNaturalTechnologicalPoliticalCulturalCompanyCustomersIntermediariesSuppliersCompetitorsPublics
The MicroenvironmentCompanyCustomersPublicsSuppliersCompetitorsIntermediariesForces Affecting a Company’s Ability to ServeCustomers
The Company’s Microenvironment•Company’s Internal Environment- functional areas such as top management, finance, and manufacturing, etc.•Suppliers - provide the resources needed to produce goods and services.