Analysing the Environment Flashcards
Marketing environment
actors and forces outside marketing that affect it.
Microenvironment define
factors that have direct affect on the company. strong relationships should be built.
Microenvironment factors
company, suppliers, marketing intermediaries, competitors, publics, customers
Company
all departments work together to create value for the customer
Suppliers
both sides of the supply chain, same thing work together
Intermediaries
Resellers, physical distribution firms, marketing services agencies, financial intermediaries
Competitors
positioning products well against competitors so that the consumer has your brand in mind
Publics
Actual or potential interest or impact
Financial, media, government, citizen action, PR, community relations, general and internal
Customers
the most important factor. consumer, business, resell, government, international markets
Macroenvironment define
forces outside of marketing control that show opportunities and threats
Macroenvironment factors
demographic, economic, natural, technology, political, cultural.
Demographic
population, age and gender, race and ethnicity, family, education, occupation…
Economic
consumer purchasing power, spending patterns and income distribution
Natural
resources needed as inputs by marketers or affect the marketing effort
Technological
new products and market opportunities from new technologies, rapidly changing and replacing old
