Marketing Environment

Marketing Environment

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

   • The Microenvironment
     • The actors close to the company that affect its ability to serve it customers, the company, suppliers, marketing intermediaries, customer markets, competitors and publics.
       • The Company
         • Marketers must work in harmony with other company departments to create customer value and relationships.
       • Suppliers
         • They provide the resources needed by the company to produce its goods and services.
       • Marketing Intermediaries
         • In creating value for customers, marketers must partner with other firms in the company`s value delivery network.
       • Competitors
         • A company must provide greater customer value and satisfaction than its competitors do. They must gain strategic advantage by positioning their offerings strongly against competitors.
       • Publics
         • Any group that has an actual or potencial interest in or impact on an organization´s ability to archieve its objectives.
       • Customers
         • Mosrt important actor`s in the company´s microenvironment. The entire value delivery is because of customer satisfaction and to create relationship with them.
   • The Macroenvironment
     • The larger societal forces that affect the microenvironment, demographic, economic, cultural, natural, technological, and political forces.
       • Demographic
         • Study of human populaions in terms of size, destiny, locaion, age, gender, race, occupation, and more.
           • Baby Boomers: the 78 million people born during years following world war ll and lasting until 1964
           • Generation X: the 45 million people born between 1965 and 1976 in the birth dearth following the baby boomer
           • Millennials: the 83 million children of the baby boomers; born between 1977 and 2000
       • Economic
         • Economic factors that affect consumer purchasing power and spending patterns
       • Natural
         • Natural resources that are needed as inputs by marketers or that are affceted by marketing activities.
       • Technological
         • Forces that create new technologies, creating new product and market opportunities.
       • Political
         • Laws, government agencies and pressure groups that influence and limit various organization´s and individuals in a given society.
       • Cultural
         • Institutions and other forces that affect society`s basic values, perceptions, preferences and behaviors.