Marketing Environment

Marketing Environment

1. MICROENVIRONMENT

   • The company: In designing mkt plans, mkt management takes other company groups into account-groups such as top management, finance, research and development, purchasing, operations and accounting.
   • Suppliers: Is an entity that supplies goods and services to another organization. This entity is part of the supply chain of a business, which may provide the bulk of the value contained within its products.
   • Mkt intermediaries:A marketing intermediary is the link in the supply chain that links the producer or other intermediaries to the end consumer.
   • Competitors: Any person or entity which is a rival against another. In business, a company in the same industry or a similar industry which offers a similar product or service.
   • Publics: Is the group of people that influence the business activities of a company or people who have real or potential interest in the company.
     • Financial publics: This group influences the companys ability to obtain funds. Banks investment analysis, and stockholders are the major financial publics.
     • Media publics: This groups carries news, features, and editorial opinion. It includes newspapers, magazines, television stations, and blogs and other internet media.
     • Goverment publics: Management must take goverment developments into account. Marketers must often consult the companys lawyers on issues of product safety, truth in advertising, and other matters.
     • Citizen-action publics: A company's mkt decision may be questionedby consumer organizations, environmental groups, minority groups, and others.
     • Local publics: This group includesneighborhood residents and community organizations.
   • Customers: Is a business process in which client relationships, customer loyalty and brand value are built through marketing strategies and activities.

2. MACROENVIRONMENT

   • Demographic: Is the study of human populatios in terms of size, density, location, age, gender, race, occupation, and other statistics.
   • Economic: Consists of economic factors that affect consumer purchasing power and spending patterns.
   • Natural: It involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities. Marketers should be aware of several trends in the natural environment.
   • Technological: has two meanings, though they are often related. Classically, technical marketing is any method of marketing focused on the specifications and key features of a product, designed to appeal to customers with a base technological understanding of the product.
   • Political: Consist of laws, goverment agencies, and pressure groups thtat influence or limit various organizations and individuals in a given society.
   • Cultural: Consists of institutions and other forces that affect a society´s basic values, perceptions, preferences, and behaviors. The persistence and shifts are the principal cultural values.