Lecture 3 - Marketing Environment Flashcards
What is the marketing environment?
The actors and forces internal and external to marketing management function.
-Affects ability to maintain successful transactions with target customers
-Constantly changing
Marketing managment needs to constantly monitor environment
Two types of marketing environments
Micro-environment - immediate - close forces/actors
Macro-Environment - distant actors or forces
Examples of Micro-Environemnt
Company Suppliers Marketing Intermediaries Physical Distribution Firms Marketing Service Agencies Financial Intermediaries Customers Competitors Publics
Micro Environment: Company
Manamgenet, finance, R&D
Goals/concerns
Strengths weaknesses
Micro Environment:Suppliers
What price will they charge Quality of materials? Are materials available Where located Dependable? One or more suppliers?
Micro Environment: Marketing intermediaries
Wholesalers/retailers
Who has power?
Reputation?
How easy to get shelf space?
Micro Environment: Physical distribution firms?
Warehouses Cost for storage Fast delivery? Where located? Products Safe?
Micro Environment:Marketing Service Agents
Research and advertising agencies Experience/reputation? Services cost? Serve competition? Do internally?
Micro Environment: Financial intermediaries
Provide financing
Cost of borrowing/insurance?
Micro Environment: Customers
Who are they Needs/Wants? Who does purchasing? Who influences decision? Where do they prefer to purchase? How do they prefer to purchase? How make purchase decision?
Micro Environment: Competitiors
Direct competitors? Indirect competitors? How big are they? What are their strengths and weaknesses? How much of a threat? What will be their marketing efforts?
Micro Environment:Publics
Group that has an actual potential impact on our ability to achieve marketing objectives
Examples of Macro-Environment
Demographic Environment Geographic Environment Economic Environment Natural Environment Technological Environment Political/Legal Environment Social/Cultural Environment
Macro-Environment: Environment
What changes in local/regional/national/international populations are taking place?
Macro-Environment: Geographic Environment
Are their changes in the location of our present potential target markets?
