Elements of Marketing management/
As
environment
Two Types of Marketing Environment
Micro – environment
 Controllable
 Consists of factors close to the company
that affect its ability to serve its
customers. The company itself, marketing
channel firms, customers markets and a
broad range of publics
Macro – environment
 Uncontrollable
 Consists of the larger societal forces that
affect the entire microenvironment.
 Broad forces which shape the character of
opportunities and threats.
 Demographic, economic, natural,
technological, political, and cultural forces
Importance of Macro and Micro Environment
1. An understanding of macro and micro
marketing environment forces is essential for
planning.
2. Helps a business to compete more effectively
against its rivals.
3. Assists in the identification of opportunities and
threats.
4. Enables an organization to take advantage of
emerging strategic opportunities.
Micro Environment
A company's marketing environment is
made up of individuals, institutions,
and internal marketing forces that influence the
ability of marketing management
to develop and maintain a successful relationship
with its target clients.
1. Internal Organization Environment (The
Company)
- The first is the internal climate of the
organization its various divisions and
levels of management, as it influences
the decision-making of marketing
management
- All divisions within a company have
the potential to affect consumer
loyalty in a positively or negatively.
a result, a marketing department
works closely with the departments of
accounting, procurement, research
and development, and manufacturing,
among others, to recognize ways that
each department can contribute to
providing outstanding customer value,
contributing to superior customer
satisfaction
2. Marketing Channel (Intermediaries)
- The second aspect involves marketing
channel companies working together
to generate value: vendors and
marketing intermediaries
(intermediaries, physical distribution
firms, marketing agencies, financial
intermediaries).
- Organizations usually rely on banks,
capitalists, and other sources to fund
operations; wholesalers and suppliers,
warehouses, and transportation
companies to sell goods; and
advertisements, market research
firms, and public relations firms to
advertise their products. The
marketing strategy is partly
characterized by the degree to which
each intermediary can theoretically
improve or reduce customer
satisfaction.
3. Market Type (Customers)
- The third aspect consists of the five
elements of markets that the
company will sell in: customer,
manufacturer, reseller,
government, and international.
- Customers can be a person or family,
an organization purchasing a product
for use in the manufacture of other
goods, or an organization purchasing
a product for profit for resale. This
marketing microenvironment
consumer element can be further
divided into business and institutional
customers, and customers of state,
city, and local governments.
Marketing experts, or marketers,
create and sell messages that cater to
the needs of the individual clients of
an organization.
4. Competition (Competitors)
 - The fourth component consists of the
competitors facing the organization.
In business, a company in the same
industry or a similar industry which
offers a similar product or service.
The presence of one or more
competitors can reduce the prices of
goods and services as the companies
attempt to gain a larger market share
- The competition also requires the
companies to become more efficient
to reduce costs. For example, fast-
food restaurants like McDonald's and
Burger King are competitors, as are
Coca-Cola and Pepsi.
5. The Organizational Goals (Publics)
- The fifth aspect consists of all the
public's having a real or potential
interest in or effect on the ability of
the organization to achieve its goals:
political, media, government, citizen
action, and local, general, and internal
public.
- The public has a direct effect on
marketing practices that are designed
to lead to consumer satisfaction with
a product and an organization. For
example, happy consumers are a
public that contributes to a marketing
campaign through positive word of
mouth. Consumer activists and
advocacy groups are examples of
publics that can impede marketing
efforts through negative word of
mouth.
6. Suppliers
- Provide raw materials, utilities, labor,
capital, and equipment.
- The availability and prices of these
suppliers should be monitored
- Effective management with suppliers
is essential
Macro Environment
The marketing environment of an
organization, consists of individuals, organizations
and outside marketing forces that affect the
ability of marketing management to establish and
sustain a positive relationship with its target
customers.
According to Philip Kotler;
A company’s marketing environment
consists of the internal factors & forces, which
affect the company’s ability to develop &
maintain successful transactions & relationships
with the company’s target customers”.
According to Pride and Ferrell;
“The marketing environment consists of
external forces that directly or indirectly influence
an organization’s acquisition of inputs and
generation of outputs”.
The marketing environment is a collection
of complex, competitive, and uncontrollable
forces that impinge(impact) on an organization's
marketing operations and opportunities
Macro environmental influences consisting
of external forces. Such external factors have a
long-term effect on the company's marketing
strategy. Global environmental factors are
uncontrollable and the organization finds it
difficult to fix external factors.
Elements of Macro Environment
1. Demographic Environment
- Demography is a study of human
populations in terms of scale, nature,
location, age, gender, ethnicity,
occupation, and other statistics.
- These are very important factors that
allow the marketer to divide the
population into different market
segments and target markets.
- Demographic data also helps in the
planning of local marketing plans, age
plans, and sex plans.
2. Economic Environment
- The economic environment is one of
the macro factors that influence
consumer buying power and spending
habits. It includes the amount of
income, policies, and structure of the
economy, economic capital, market
cycles, income distribution, and
wealth distribution.
- When the income of the family or
country (per capita income) changes,
the purchasing habits and spending
patterns of the family or country often
change.
3. Natural Environment
- The natural environment includes
natural resources that are required as
 inputs from marketers or are
influenced by marketing activities.
- Marketers would also be mindful of a
variety of patterns in the natural
world
4. Technology Environment
- The technical forces are probably
the most dramatic forces that are
evolving rapidly. Such macro-
environmental forces generate new
goods, new markets, and marketing
incentives for marketers.
5. Political Environment
- This includes legislative decisions,
government regulations, public policy,
and activities that influence the
activity of a corporation or a business.
- Such powers can have an influence on
the company at local, regional,
national, or international levels.
- Marketers and business managers are
therefore paying close attention to the
political forces to determine how
policy decisions can affect their
product.
6. Cultural Environment
- Cultural influences in ethnicity,
lifestyles, culture, etc. often influence
the marketing strategy of an
organization. Social responsibility is
also a part of marketing and has
slowly appeared in marketing
literature.
- Environmentally conscious marketing
means that business companies will
take the lead in removing socially
damaging goods.
Marketing Research
- is a function under a business
organization’s Marketing Information
System (MIS). MIS is primarily
responsible for the gathering,
analysis, and timely distribution of
information for the use of marketing
decision makers.
- the process of determining the
viability of a new service or product
through research conducted directly
with potential customers. Market
research allows a company to
discover the target market and get
opinions and other feedback from
consumers about their interest in the
product or service.
The following are some of the issues that can be
addressed by marketing research:
➢ Identify viable new products and services
➢ Enable risk reduction
➢ Identify market opportunities and threats
➢ Determine the level of customer satisfaction
➢ Pinpoint and anticipate market trends or
changes
➢ Decide on the best advertising medium
➢ Pre-test and post-test advertising and
promotional campaigns
➢ Evaluate the results of test marketing
➢ Evaluate the results of packaging, brand name,
and label testing
➢ Determine consumer price awareness and
sensitivity
➢ Undertake location studies
Steps in the Marketing Research Process
1. Establishing the need for marketing
research / Research Need
Determination
- This could seem basic but is in fact
fundamental to conducting marketing
research. Research takes time and
money. Marketing research is not needed
when information is readily available (this
could be through secondary data), when
there is not enough time to conduct a
proper research study and answers are
needed immediately, when you can afford
the What Is It research or when the costs
outweigh the value. It could also simply
be that the answer is obvious
2. Defining the Problem / Problem/
Opportunity Definition
- According to the authors, this is by far
the most important step. If the
problem is incorrectly defined, all is
wasted effort. Marketing research
should only be conducted to answer a
problem. There are also needs to be
 alternatives. If there are no
alternatives, no decision is necessary.
3. Establishing/ Establishment of Research
Objectives
- Purpose is to gather precise
information to address information
gaps
4. Determining Research Design/ Research
Design Determination
◦ - Exploratory research: informal search to
learn more about the research problem,
learn terms and definitions or identify
opportunities
◦ Descriptive research: most basic; used to
describe the marketing phenomena
◦ Causal research: uncover factors that
cause on event
◦ Observational: social phenomenon is
observed in its natural setting, and
observations can be made at any one time
or regularly within a period of time
◦ Experimental: includes laboratory
experiments and test marketing. Results
from two sets of samples compared
◦ Qualitative: includes focus groups, in-
depth interviews, and projective
techniques. Only uses a small number of
respondents
◦ Quantitative: the use of surveys. Used to
test observations. Number of respondents
is relatively large and randomly selected,
and the results are generally reflective of
the population.
5. Identifying information types and
sources/ Information source/ type
identification
o Primary: gathered by the researcher
himself/ herself
o Secondary: information already
collected
FGD (focused group discussions-
marketing research tool that involves a
small group of people (8-10)
6. Determination of Data Access Methods
a. Person Administered Surveys (F2F or telephone
interviews)
b. Computer Administered Surveys (Computer
generated)
c. Self- administered Surveys (respondents
complete surveys on their own)
d. Hybrid Surveys (combination of quanti and
quali research)”
7. Data Collection Forms Design
Survey questionnaires has major parts:
 Introduction
 Screening
 Core
 Classification
Types of questions
 Categorical response questions- options
are provided
 Open- end questions- respondents can
answer on his/her own
 Metric questions- number scales
8. Sample size and sampling plan
determination
- To achieve 100% accuracy, ideal to
give questionnaires to every member
of the population (census)
a. variability
b. confidence level
c. margin of error
Sampling Plan
 Probability- utilizes the principle of
randomness. Respondents has equal or
non-zero chance of being selected:
a) Simple random sampling- selects every
respondents so that respondents have
equal chance of being chosen
b) Systematic sampling- researcher selects
respondents using sample frame
c) Cluster sampling- survey is divided into
sub- groups, each of which represents the
entire survey population
d) Stratified sampling- divided into sub-
groups, and proportional samples from all
the sub groups are included In the sample
using the principle of randomness
 Non- probability
a) Convenience- selects the population
b) Judgement Sampling- gives the
questionnaires in their judgement who are
qualified to participate
c) Referral- asks initial respondents to
provide other qualified respondents for
 the survey used when population are hard
to find
d) Quota- specifies the proportion of various
specifications to be included in the survey
9. Data Collection
- Questionnaires are being administered
to the respondents
10. Data Analysis
- Analyze, summarize, generalize the
data
11. Report Preparation and Presentation
- Preparation, presentation of report
findings, interpretation, conclusion,
and recommendation to marketing
decision makers
Making Marketing Research- based Decisions
Include a lot of information that can aid
organizations in making effective marketing
decisions, rather than resorting to unsupported
“gut feel” decisios.
 External factor research- the information
from these help marketers identify macro-
environmental shifts. Bases in pinpointing
opportunities and anticipating threats.
 Observation research- invaluable aid in
determining consumer behavior.
 Test marketing- Based on test marketing
results, ha company shall gauge the
acceptability of a proposed product/
service.
 Target market studies- help identify,
quantify, and understand the target
market better.
 Concept, product development, and
product studies- using the generated by
concept, product development, and
product studies, marketing organizations
shall select the proposed product concepts
that have highest level of market
accetance.
 Pricing tests- can be utilized by marketers
to calculate the product’s optimal price, to
determine price elasticity, or to determine
how price adjustments can affect total
demand for the product.
 Location studies- determine ideal retail
store and is a valuable tool in site location
 Advertising pre- and post- testing-
determine advertising copy effectiveness,
advertising recall, sales promotion
response rates, outdoor advertising traffic
results, and the effectiveness of public
relations media placement.
 Usage, attitude, and image studies-
provide cost- effective ways on how to
increase a product’s awareness level and
brand trial.
Consumer and Organizational Markets
Consumer Markets
 Include individuals and/or households that
purchase products and services for
personal consumption
Consumer Buying Process
Step 1: Need/Problem recognition
- Most important
- Problem to be recognized
Step 2: Information search
Step 3: Alternative evaluation
- Evaluate alternatives (brand/ products)
Step 4: Purchase Decision
Step 5: Post Purchase Behavior
- Review
Consumer Buying Roles
 Initiator- suggests
 Influencer- convince
 Decider- makes the final decision
 Buyer- makes the purchase
 User- uses the products/ service
Marketing stimuli: 4ps
Concumer buying behavior- action taken (on or
offline) by consumers before buying
Major influences of consumer buying behavior
1. Cultural factors
1.1 culture
- Person’s nationality must fit the cultural
background of the potential
- Associations, religion beliefs and location
1.2 sub culture
1.3 social class- status of hierarchy
2. Social factors- elements in a person’s
environment that impact the way they
see products
2.1 reference groups
 - Includes indiv/ groups that
influence consumer opinions
2.2 family- most important
2.3 role and status
3. Personal factors
3.1 age and lifestyle
- William D. Wells and George
Gubar- stages of family’s life
cycle
3.1.1 bachelor/ bachelorette
stage
3.1.2 young, newly
marriedcouple w/out children
3.1.3 married couple, w/ eldest
child below elem stage
3.1.4 married couple, w/
youngest child 6 years old or
lower
3.1.5 older married couple,
family head still working, all
children living on their own
3.1.6 widow/ widower, in labor
force
3.1.7 widow/ widower, retired
3.2 occupation- clothes based on
profession
3.3 economic capability- based on how
much money they make
3.4 lifestyle- manner of living respects a
person’s values and attitudes
3.5 personality- patterns of thinking,
feeling, behaving
4. Psychological factors
4.1 motivation- addresses the issue of
why a consumer buys a product or what
needs he is trying to satisfy
4.2 perception- process by which people
translate sensory impressions into a
coherent and unified view of the world
around them
4.2.1 selective attention- pay
attention to only those who address a
current need
4.2.2 selective distortion- tendency
to twist infos to fit their existing midset
toward a brand
4.2.3 selective retention-
remember the only positive things that
reinforce their attitudes and beliefs
4.3 learning- relatively lasting change in
behavior from experiences
4.4 beliefs (confidence in the truth of
something not immediately susceptible
to religious proofs) and attitudes
(settled way of feeling about someone
or something)
Organizational Markets
 Indiv companies that purchase goods and
services for some use other than personal
consumption
 Far less in number than the consumer
market, buy less frequently, but in greater
volume
Types
 Industries- for production
 Resellers- buy and resell at a profit
 Government- for producing public services
or to transfer to third parties that need
them
- For benefit of individual under
the institution’s case
Types of organizational buying decisions
 New task- involves the purchase of
products or services that an org has never
bought before, or has not purchased for a
long period of time
 Straight rebuy- have exactly the same
specifications as previously purchased
 Modified rebuy- rebuy with some change
in specifications
Organizational buying roles
 Users- initiate the organizational buying
process after having identified a specific
need in their development
 Influencers- influence the decisions
 Deciders- parties who are empowered to
make the purchase decision with regards
to product specifications or selective of
suppliers
 Approvers- oversees the purchase
decision of the decider
 Buyers- responsible for the actual
purchase
 Gatekeepers- screen and/ or prevent
supplier representatives and vital
product/service info from reaching
participants who perform roles in the
organizational buying roles
Organizational segmentation variables
 Industry affiliation- based on company’s
primary business activity
  Organizational size- determined through/
by amount capitalization, number of
employees, and annual sales revenue
among oyhers
 Geographic location- in order not to
dissipate selling capabilities and also to
reduce travel and logistics cost
 End use application- way a product is
used by a purchasing company
Organizational buying behavior
 There are far less organizational accounts
than consumer accounts
 Organizational accounts are more
concentrated geographically
 The volume of products and services
organizations buy are much larger than
consumer markets
 The buying decision and processes of
organizational buyers are more structured
 The buying decisions of organizational
accounts involves a lot of negotiation and
takes much longer to complete
 Organizations normally buy on extended
payment terms
 Organizational markets purchases are
more rational and less emotional
 There are many participants playing diff
roles in the organizational buying process,
most of them possessing highly
specialized capacities
 Because organizations place larger orders
and are fewer, firms usually establish
close relationships with these
organizations
 Organizational markets have access to
more info regarding product/ services
Organizational buying process
1. Problem recognition
2. Need description
3. Product/ service specification
4. Supplier search
5. Proposal solicitation
6. Supplier selection
7. Purchase order
8. Performance audit
Market segmentation (profiling)
 Process of dividing the market into
homogeneous parts or groups
8 benefits
1. Create stronger marketing message
2. Identify the most effective marketing
tactics
3. Design hyper targeted ads
4. Attract (and concert) quality leads
5. Differentiate your brand from
competitions
6. Build deeper customer affinity
7. Identify niche market opportunities
8. Stay focused
Consumer Segmentation variables
1. Geographic- to where the population is
located
2. Demographic- general characteristics of
the population
3. Psychographic- represent the
psychological profile of consumers
4. Behaviorgraphic- most indicative of
purchase behavior
Target market
Elements of an ideal target market
 Substantial- quantity/ consumption
capability
 Financially capable- purchasing power
 Reachable- must be within physical reach
 Homogeneous- must react similarly to
specific market stimuli
Target market vs. consuming market
Target market is the group of indivs w/
specific characteristics to whom the company has
decided to focus its marketing efforts while
consuming market comprise of the actual
consumers of the product/ service.
Positioning
 The process of communicating the image
of a brand into the minds of consumers
Elements f a good brand position
 Unique
 Beneficial
 Credible
Selecting a good brank position
 Perceptual Mapping- identification of a
competitive brand’s position using two
variables or axes
  Communicating brand position – elements
were: packaging, labelling, selling price,
advertising, brand endorser, and tagline

Identifying and selecting competitive advantage

Competitive advantage

 Defined as the superiority of an

organization over its competitor
 Cost advantage- results when a firm has
the ability to produce a product or service
at a lower cost compared to its
competitors
 Differential advantage- when it differs
from its competitors and compared to its
competitors
 Focus advantage- when a company knows
its target market very well, and can
service its needs better than any of its
competitors
Market Analysis, Planning, Implementation,
and Control
The Marketing Process:
 Four distinct stages;
1. Analysis – gathering qualitative and
quantitative data about company's
product and possible markets.
2. Planning – involves constructing
strategies that a company can put into
action to attain results in the target
markets.
3. Implementation – the success or failure
depends more or less on the work
prepared in the analysis and planning
stages.
4. Control – company needs to be
responsive of changing market conditions,
competitors, customers and fine tune the
marketing strategies for that reason.
The Market Analysis
 Conduct SWOT Analysis – the goal is to
match company's strength to attractive
opportunities in the environment while
eliminating weakness & minimizing
threats.
 Marketing Analysis provides inputs to each
of the other marketing management
functions.
Market Planning
 It involves deciding on marketing
strategies that will help the company
attain its overall strategic objectives.
 A detailed marketing plan is needed for
each business, product or brand.
 A product or brand should contain the
following sections:
Structure of Marketing Plans
• Executive summary
• Marketing situation (Strategic 4Cs)
• Market, segments/consumers, needs, behavior
• Products = range, profits, trends
• Competition -> reasonable detail
• Distribution channels
• Environmental factors (context)
• Internal analysis (corporation)
• SWOT Analysis • Objectives + issues (key
challenges)
• Marketing strategy (no mission)
• Action programs (project plan & timetables)
• Budgets (spending & sales forecasts)
• Controls (targets & contingency plan to monitor
progress, measure return on marketing
investment & taking corrective action)
Market Implementation
 The process that turns marketing plans
into marketing actions in order to
accomplish strategic marketing objectives.
 Implementation involves day-to-day,
month-to-month activities that effectively
put the marketing plan to work.
 Implementation addresses the who,
where, when, and how. In an increasingly
connected world, people at all levels of
the marketing system must work together
to implement marketing strategies and
plans.
Market Control
 The process of measuring and evaluating
the results of marketing strategies and
plans and taking corrective action to
ensure that marketing objectives are
attained.
 Operating control involves checking
ongoing performance against the annual
plan and taking corrective action when
necessary.
 Its purpose is to ensure that the company
achieves the sales, profits, and other
goals set out in its annual plan.
 Strategic control involves looking at
whether the company’s basic strategies
are well matched to its opportunities
 A major tool for such strategic control is a
marketing audit. This is a comprehensive,
systematic, independent, and periodic
examination of a company’s environment,
 objectives, strategies, and activities to
determine problem areas and
opportunities.
Company Situation Analysis (Market Audit)
 INCLUDES:
 ACTUAL AND POTENTIAL MARKET SIZE
 TRENDS
 CUSTOMER
 CUSTOMER SEGMENT
 DISTRIBUTION CHANNEL
Market Audit
 Is a comprehensive examination and
analysis of your marketing activities, goals
and objectives.
 By implementing an audit, you're able to
take a look at the way your marketing
efforts are planned and managed, and
how they are performing relative to the
goals of your original marketing plan.
Components
 COMPREHENSIVE
 SYSTEMATIC
 INDEPENDENT
 PERIODIC
Environmental Audit
 The environmental audit is where you
focus on your customers and the
competition. What are your customers'
demographics and buying habits? What
are competitors doing? What is the overall
condition of your company's market?
Strategic Audit
 This is where you take a look at your
current marketing plan and strategies and
how well or poorly they are performing.
Are the marketing objectives you set the
appropriate ones for your business? This
is a very measurable part of the audit
where you can observe the strategies
you've attempted to implement and if they
are effective.
Organizational Audit
 The organizational audit is an internal look
at the resources available to you and your
marketing department such as finances,
time, production, labor, equipment and
more. It also allows you to take a look at
the marketing team itself, revenue,
effectiveness of the marketing plan,
products, pricing and distribution
channels.
Marketing Concept and Techniques in
Preparing a Marketing Plan
 Marketing vs. Marketing Concepts
Before we differentiate the two, let us define first
the two (2) terms:
1. Marketing
2. Marketing Concepts
Marketing is the promotion of business products
or services to a target audience. It is, in short, an
action taken to bring attention to a business'
offerings; they can be physical goods for sale or
services offered. Common examples of marketing
at work include television commercials, billboards
on the side of the road, and magazine
advertisements.
 But not all businesses approach the need
to market their goods and services the
same way. In fact, there are a few
different approaches to how marketing
can be successful for an organization.
These approaches are called marketing
concepts, or a philosophy that determines
what type of marketing tools are used by
a company.
 Marketing concepts are driven by a clear
objective that takes into account cost
efficiency, social responsibilities, and
effectiveness within a particular market.
Types of Marketing Concept
 1. The Production Concept. The idea of
production concept – “Consumers will
favor products that are available and
highly affordable.”
- This concept is one of the
oldest Marketing management
orientations that guide sellers.
Companies adopting this
orientation run a major risk of
 focusing too narrowly on their
operations and losing sight of
the real objective.
 2. Product Concept. The product
concept holds that consumers will favor
products that offer the most quality,
performance, and innovative features.
 3. Selling Concept. The selling concept
holds the idea- “consumers will not buy
enough of the firm’s products unless it
undertakes a large-scale selling and
promotion effort.” Therefore, businesses
and companies should carry out
promotional and marketing activities to
accelerate their product in the market.
Customers have inner needs and your job
is to convert their inner needs into buying
your product through motivation and
persuasion.
- The selling concept is very
useful for selling unsought
goods i.e., insurance. Where
you find your target segment
of the market first, and then
you persuade them by
explaining the benefits of the
product. The final goal is to sell
many products, to increase the
net profit.
 4. Marketing Concept. The marketing
concept holds- “achieving organizational
goals depends on knowing the needs and
wants of target markets and delivering the
desired satisfactions better than
competitors do.”
 5. Societal Marketing Concept. The
societal marketing concept holds
“marketing strategy should deliver value
to customers in a way that maintains or
improves both the consumer’s and
society’s well-being.”
- The purpose of the societal
marketing concept is also to
satisfy the needs and
requirements of customers
before making any profit. But
the emphasis of this concept is
to make the company fulfill
social responsibilities for a
sustainable future in the long
term.
Mini Marketing Plan Presentation
 A Marketing Plan is a comprehensive
document or blueprint that outlines a
company’s advertising and marketing
efforts for the coming year. It describes
business activities involved in
accomplishing specific marketing
objectives within a set time frame.
 Marketing Plans can be put together for
new products or for existing products - so
long as it is a product that requires a
communication intervention, then a
marketing plan can be put together for it
 It should be noted that a marketing plan
is NOT any of the following:
 • Business Plan. A business plan is a
road map for a business. It is involved
more with analyzing a current business
model and proposing strategies for
making it achieve critical objectives.
 • Feasibility Study. A feasibility study is
a proposal for a new business. Here,
everything is still in a conceptual phase,
down to the market opportunities that
seek to be addressed. A feasibility study
may include a section that behaves like a
marketing plan as it outlines market
communication strategies for the
proposed business. But as a whole, a
feasibility study is all about whether or not
a business idea can fly-mapping out all
the tasks that have to be accomplished,
the investment that needs to be poured
into the enterprise, and the expected
return on investment.
Outline of a Mini Marketing Plan
I. Executive summary
II. Background of the Study
a. Brief history of the
company
b. Mission and Vision
c. Product/service offerings
III. Macro-environmental analysis
a. Economic
b. Politico-legal
c. Socio-cultural
d. Demographic
e. Technological
f. Natural
IV. Opportunities and Threats
V. Micro-environmental Analysis
a. The company
 b. Suppliers
c. Marketing Intermediaries
d. Customers
e. Competition
f. Publics
VI. Strengths and Weaknesses
VII. The Market
a. Market size
b. Market needs
c. Market trends
VIII. Marketing Objectives
IX. Marketing Strategies
A. Product/service strategy
1. Target Market
2. Brand positioning
B. Pricing strategy
C. Distribution strategy
D. Advertising and
promotions strategy
X. Tactical Implementation
XI. Marketing Budget
XII. Feedback and Control
XIII. Financial projections