Marketing Enviroment

Marketing Enviroment

1. The actors and forces putside marketing that affect marketing management´s ability to build and maintain successful relationships with target customers

   • Macroenviroment
     • The larger cocietal forces that affect the microenviroment
       • Macro enviroment
         • Technological enviroment
           • Science and technology in the country and related aspects such as rate of technological progress
         • Economic Enviroment
           • Economic enviroment refers to all the external economic factors that influence buying habits of consumers and businesses and therefore affect the performance of a company
         • Ecology & physical enviroment
           • Physical and Ecology, or ecological science, is the branch of biology that studies the relationships of plants and animals to their physicalsand biological enviroment
         • Political & legall enviroment
           • Goverment actions which affects the operations of a company or business. These actions may be on local, regional,national, or international level.
         • Socio cultural & demographicenviroment
           • Institutions and other forces that affect society basic values, perceptions, references, behaviors
         • Demographic enviroment
           • IS the study of human populations in terms of size,density,locations,age,gender,race,occupations,and other statics
   • Microenviroment
     • The actors close to the company that affect its ability to serve its customers
       • Marketing Intermediates
         • iN CREATING VALUE FOR CUSTOMERS, MARKETS MUST PARTENER WITH OTHER FIRMS IN THE COMPANYS VALUE DELIVERY NETWORK
       • The company
         • Marketers must work in harmony with other company departament to create customer value and relationships
       • Suppliers
         • Form an important link in the companys overallcustumer value deliverynetwork
       • Publics
         • Any groups that has an actual or potential interest or impact on an organizations ability to achieve its objectives
           • General public.image of the comapny affects its buying
           • Local Publics: includes neighborhood residents and community organizations .EX.Programs
           • Cityzen-actions publics:deciocions may be questioned by consumer organizations, enviromental groups, minority groups
           • Goverment publics:Take goverment developments into account
           • Financial publics:Influences the company ability to obtain funds. Ex:Banks
           • Media Public. carries news,features, and editorial opinion.EX: nEWSPAPER
           • Internal publics. This group includes workers,managers,volunteers,and the board of directors
       • Competitors
         • a company must provide greates customers values and sastifaction than its competitors
       • Customers
         • Customers are most important actors in the companys microenviroment