2
The Company’s Microenvironment
（See P19）
Company’s Internal Environment- functional areas inside a company that have an impact on the marketing department’s plans.
Marketing managers must also work closely with other departments in the organization. The finance department is concerned with finding and using funds to carry out the marketing plan.
marketing management does not accomplish this
task alone. Its success will depend on other actors
in the organization’s micro-environment—other
departments, suppliers, marketing intermediaries,
Includes:
• Microenvironment - forces close to the company that affect its ability to serve its customers.
• Macroenvironment - larger societal forces that affect the microenvironment.
Unit 2. Marketing Environment
Marketing Environment
Marketing Environment- consists of the actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful relationships with its target customers.
customers, competitors and various publics.
4
The Company’s Microenvironment
Customers - five types of markets that purchase a company’s goods and services.
Competitors - those who serve a target market with similar products and services against whom a company must gain strategic advantage.
Publics - any group that perceives itself having an interest in a company’s ability to achieve its objectives.
5
The Company’s Microenvironment
In designing marketing plans, marketing management takes other organization groups into account—groups such as top management, finance, research and development (R&D), purchasing, manufacturing and accounting. One feature of a market-oriented organization is that information is shared among these interrelated groups which together form the internal environment.
3
The Company’s Microenvironment
(See P19ironment- functional areas inside a company that have an impact on the marketing department’s plans.
Senior management sets the organization’s mission, objectives, broad strategies and policies. Marketing managers must make decisions within the plans made by senior management. Senior management must approve marketing plans before they can be implemented.
Suppliers - provide the resources needed to produce goods and services and are an important link in the “value delivery system”.
Marketing Intermediaries - help the company to promote, sell, and distribute its goods to final buyers. i.e. resellers.
Company’s Micro-environment
Marketing management has the task of attracting
and building relationships with customers by
creating customer value and satisfaction. However,