marketing enviroment

marketing enviroment

1. microenviroment

   • it includes all the actors close to the company that affect, pisitively or negatively, its ability to create valuye for and relationships with its costumer
     • the company: in designing marketing plans, marketing managment takes other company groups into account-groups such as top managment, finance, research and development, purchasing, operations, and accounting
     • suppliers: marketing managers must watch supply availability and costs.
       • example: Toyota knows the importance of biulding close relationships with its suppliers.
     • marketing intermediaries: firms that help the company to promote, sell and distribute its good to final buyers.
       • example: when coca-cola signs on as the exclusive beverage provider for fast-food chain, such us Mc Donald´s, Wendy´s, or subway, it provides much more than just soft drinks. It also pledges powerful mkt support.
     • competitors: marketers must gain streategic advantage by positioning their offerings strongly against competitors´ offerings in the minds os consumers
       • example: coca-cola always trying to improve to be better than pepsi
     • publics: any group that has an actual or potential interest in or impact on an organization´s ability to achieve its objectives.
       • example. financial publics, media publics, goverment publics, citizen-action publics, local publics.
     • customers: are the most important actors in the company`s microenviroment. theit aim is to serve larger costumer and create strong relationships with thgem.
       • example: consumer market, goverment markets, international markets.

2. macroenviroment

   • consists of broader forces that affect the actors in the enviroment.
     • demographic enviroment: the studiy of human populations in terms of size, density, location, age, gender,, race, occupation, and other statistics.
       • example: baby boomers, generation X, millenials, a better more educated, more white-collar, more professional populations
     • economic factors: that affect consumer purchasing power and spending patterns.
       • example: industrial economies, subsistence economies, developing economies,
     • natural enviroment: natural resources that are needed as inputs by marketers or that are affected by mkt activities.
       • example: other companies are developing recyclable or degradable packaging, rely.
     • techonological: forces that create new techonologies, creating new products and market opportunities.
       • example: antibiotics, robotic, surgery, smartphones, internet, etc
   • political: laws, goverment agenciesand pressure groups that influence and limit various organizations and individual in a given society.
     • example: increasing legislation, changing goverment agency enforcment, goverment policy, political stability or instability, bureaucracy, corruption, competition regulation, foreign trade policy, tax policy, etc.