Professional Documents
Culture Documents
The Marketing Environment
The Marketing Environment
The Marketing Environment
Marketing Environment
Consists of the actors and forces outside marketing that affect marketing managements ability to develop and maintain successful relationships with its target customers.
Micro Environment
Demographic
Cultural Publics
Economic
Political
Competitors
Natural
Intermediaries Technological
Macro Environment
The Microenvironment
Company Publics
Forces Affecting a Companys Ability to Serve Customers
Suppliers
Competitors
Intermediaries
Customers
Suppliers
Provide the resources needed to produce goods and services.
Marketing Intermediaries
Help the company to distribute, promote, and sell its goods to final buyers.
Customers
Five types of markets that purchase a companys goods and services.
International Markets
Consumer Markets
Company
Government Markets Business Markets
Reseller Markets
Competitors
Those who serve a target market with similar products and services.
Publics
Any group that perceives itself having an interest in a companys ability to achieve its objectives.
Types of Publics
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The Macroenvironment
Demographic Social/Cultural
Economic
Political Technological
Natural
Economic - factors that affect consumer purchasing power and spending patterns.
Natural - natural resources needed as inputs by marketers or that are affected by marketing activities.
Social/Cultural Environment
Economic Environment
Economic Development Changes in Income
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Natural Environment
Political - laws, agencies and groups that influence and limit organizations and individuals in a given society.
Cultural - institutions and other forces that affect a societys basic values, perceptions, preferences, and behaviors.
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Technological Environment
Political Environment
Some Trends in the Political Environment Include:
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