MARKETING ENVIRONMENT

MARKETING ENVIRONMENT

1. The actors and force outside marketing that affect marketing management's ability to build and maintain successful relationship with target customers

   • Macroenvironment
     • external environment factory that are largely beyond the control entrepreneurship or their organization
       • economic environment
         • consists of economic factors that affect consumer purchasing power and spending pattern. The economic environment can offer both opportunities and threats
       • demographic environment
         • set of demographic factory which are use by organization to segment their target market
       • natural environment
         • natural resources that are needed as inputs by marketers or that are affected by marketing activities
       • technology environment
         • forces that create new technologies , creating new product and market opportunities
       • political environment
         • groups that influence or limit various organizations and individuals in a given society
       • cultural environment
         • forces that affect a society's basic values , perceptions , preferences and behaviors. They absorb a worldview that defines their relationship with others
   • Microenvironment
     • the factors close to the company which can affect the ability of the company of the company to serve its customers
       • Company
         • marketers must work in harmony with other company department to create customer valve and relationship
       • Public
         • group that has an actual or potential interest in which it has an impact on there liability of the organization to achieve its objective
           • types : Financial public , media public , government public , citizen action public , local public , general public , internal public
       • Customer
         • are the most important actors in the company's environment
           • types : Consumer market , bussiness market , reseller market , government market , international market
       • Suppliers
         • suppliers from an important link in the company's overall customers value delivery network . They provide the resources needed by the company to produce its goods and services
       • Marketing intermediaries
         • firms that help the company to promote , sell and distribute its good to final buyers . They include resellers , physical distribution firms , marketing services agencies and financial intermediaries
       • Competitors
         • company must provide greater customer value and satisfaction than the provided by its competitors by positioning there offering strongly against dominant companies