Flashcards
Micro Environment
Cards in this deck (16)
- 1What's the definition of the marketing environment?The actors and forces outside of marketing that impact on its ability to build and maintain relationships with customers
- 2What does the microenvironment consist of?The actors close to the marketing department that affect it directly
Organisations need to form relationships with them to create a value delivery network to ensure the provision of value and satisfaction when building customer relationships - 3What actors can be found in the microenvironment?Wider Company
Suppliers
Marketing Intermediaries
Competitors
Publics
Customers - 4Wider CompanyThe internal environment/other departments in an organisation
R&D, Finance, Operations, HR, Accounting, Top Managment.
All need to get work in harmony
All contribute important information in bringing a product offering to market - 5SuppliersFirms and Individuals that provide the resources to create goods and resources
Treated as partners to create value
Any supplier problems have domino impact on the org's ability to satisfy the customer
Walmart: Supplier Development Dept
Toyota: Supplier Satisfaction - 6Marketing IntermediariesOrganisations that help to promote, sell and distribute products to final buyers.
Supply expertise, better skills, want to do it when we don't want to - 7What types of marketing intermediaries are there?Resellers - distribution channel firms that find customers and sell to them WHOLESALERS, RETAILERS, strong market power, Tesco & Costco
Physical Distribution Firms - Distribution channel that helps stock and move goods from their points of origin to their final destination - DPD Yodel - 8What other types other marketing intermediaries are there?Marketing Service Agencies - help the company target and promote its products to the right markets - brought in when expertise is needed - consultancy, media/advertising firms
Financial Intermediaries - help finance transactions or provide insurance against risks of buying/selling goods - banks, insurance companies - 9CompetitorsPorters 5 Forces
Company has to gain strategic competitive advantage by positioning itself against competitors' offering
Be v. self aware of size & market position
Direct and Indirect Competition - 10PublicsAny group that has an actual or potential interest in or impact on a company's ability to achieve its goals
- 11What types of publics are thereFinancial - ability to obtain funds
Media - blog/tv/news reports brand image
Government - developments and regulations
Citizen Action - NGOs, unions
Local - community & neighbourhood
General - attitudes to products/activities - 12Are publics only external to the organisation?No there are also internal publics, which are v. v. important
Attitudes of the internal publics spill over to the external publics (front line staff)
Need to inform and motivate internal staff to try achieve positive external publics - 13CustomersMost important actor in the microenvironment
we can classify customers into different customer markets - 14What types of customer markets are there?CONSUMER - individuals and households that buy goods/services for personal consumption
BUSINESS - goods and services bought for further processing/use in the production process - 15what other types of customer markets are there?RESELLER - goods and services bought to resell at a profit
INSTITUTIONAL - goods and services bought for use in other institutions - schools, hospitals, care homes, prisons - 16What other types of customer markets are there?GOVERNMENT - goods and services bought to provide public goods or services OR to transfer goods/services to those who need them
INTERNATIONAL - buyers in other countries, including: consumers, businesses, resellers and governments
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- Second Year Marketing (Term 1 ) Flashcards on Micro Environment , created by Alex Millar on 20/05/2016.
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- Alex Millar
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