MICRO-ENVIRONMENT - created from Mind Map

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COMPANY

PUBLICS

COMPETITORS

CUSTOMERS

MARKET INTERMEDIARIES

SUPPLIERS

All the interrelated groups form the internal environment. All groups should work in harmony to provide superior customer value and relationships.

Top management

Finance

R&D

Purchasing

Operations

Accounting

Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives.

Financial publics : Influence the company’s ability to obtain funds.

Media publics : Carry news, features, and editorial opinions.

Government publics : Management must take government developments into account.

Local publics : Include neighborhood residents and community organizations.

General public : The general public’s image of the company affects its buying.

Internal publics : Include workers, managers, volunteers, and the board of directors.

Marketers must gain strategic advantage by positioning their offerings strongly against competitors’ offerings in the minds of consumers.

No single competitive marketing strategy is best for all companies.

Consumer markets: individuals and households that buy goods and services for personal consumption.

Business markets: buy goods and services for further processing or for use in their production process.

Reseller markets: buy goods and services to resell at a profit.

Government markets: made up of government agencies that buy goods and services to produce public services.

International markets: buyers in other countries, including consumers, producers, resellers, and governments.

Help the company to promote, sell, and distribute its products to final buyers.

Marketers recognize the importance of working with their intermediaries as partners rather than simply as channels through which they sell their products.

Types of Intermediaries:

Resellers (eg: wholesaler & retailer)

Physical distribution firms (stock & move goods)

Marketing services agencies (eg: advertising agencies, market research firms)

Financial intermediaries (eg: bank, ins co that finance or insure against risk)

Provide the resources needed by the company to produce its goods and services.

Marketing managers must watch:

supply availability eg: supply shortages or delays, labor strikes

price trends of supply