The Marketing Environment Microenvironment Macroenvironment Microenvironment Actors and forces outside marketing that affect marketing management?s ability to build and maintain successful? Environmental scanning and analysis ? do research, take data, analysis data and use that data Responding to environmental forces Companies need: Internal records system Marketing intelligence system Marketing research Company Internal environment Top management, finance/accounting, R&D, purchasing/manufacturing(*quality, inventory), information systems, HR are all related to marketing Suppliers Marketing management must: Watch supply availability Monitor price trends of key inputs Develop strategic alliances to provide customer value Intermediaries (firms that help the company promote, sell, and distribute goods to customers) Resellers ? retailers and whole sellers Physical distribution firms Marketing services agencies - consultants Financial intermediaries ? bank, credit card company Customer Markets A company has this 4 markets Consumer markets - Business markets - Government markets ? always through a bid International markets ? culture, law, norm Competitors Marketing managers must gain strategic advantage by Provide greater customer value and satisfaction Be careful of ?competitor myopia? ? Kodak missed digital Monitor competition Types of competitive structures Monopoly ? ticket master, YKK(zipper) Oligopoly ? a few companies that control the market. AT&T monopolistic competition ? restaurants pure competition ? no berries to entry, farmers? market Publics (any group that has an interest in or impact on organization?s ability to achieve its objective) Types: financial, media, gov?t, citizen action, internal(employees). Good media: Nordstrom, costco Bad media: Wal-Mart, Cigrate
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