Analyzing the Marketing
Environment
Chapter: 3
Environment
• Marketing Environment
The actors and forces outside
marketing that affect
marketing management’s
ability to build and maintain
successful relationships with
target customers
- Important for marketers
-Marketing Research
- New market challenges
Environment
• Micro Environment
The actors close to the company that affect its
ability to serve its customers- the company,
suppliers, marketing intermediaries, customer
markets, competitors, and publics
- Controllable factors
• Macro Environment
The larger societal forces that affect the
microenvironment – demographics, economic,
natural, technological, political, and cultural
forces
- Uncontrollable factors
The Company’s Micro Environment
• The Company
- Top management
- Finance
- Research
- Operations
• Suppliers
- provide resources
- Availability and cost
- Shortages/ delays
e.g. Subway vegetables
The Company’s Micro Environment
• Marketing
Intermediaries
- Promote, sell, distribute
- Physical distribution firms
- Marketing services (DDB
Blitz, Nielsen)
- Financial Intermediaries
(Banks, Insurance)
e.g. Coke partners with Fast Foods
•
Competitors
- Positioning better than
competitors
The Company’s Micro Environment
•
1.
2.
3.
4.
5.
6.
7.
Public
Any group that has an actual or potential interest in or impact on an
organization’s ability to achieve its objectives
Financial Publics (Banks, Investment Houses)
Media Publics (Newspapers, radio, magazine, TV)
Government Publics (PTC, Mobilink)
Citizen-action Publics (environmental, minority groups)
Local Publics (neighborhood residents)
General Public
Internal Publics (Workers, Managers, Volunteers)
The Company’s Micro Environment
• Customers
- Most Important Actors
-) Consumer Markets
(Personal Consumption)
-) Business Markets (For
further production)
-)Reseller Market ( To sell
at a profit)
-) Government Markets
(Public service or give to
others)
-) International Markets
(Buyers in other countries)