|





|
 


2 The factors and forces outside marketing that
affect marketing management¶s ability to
develop and maintain successful transactions
and relationships with its target customers.
|
 


2 Jncludes:
2 Micro environment: Factors close to the
company that affect its ability to serve its
customers.
2 Macro environment: Larger societal forces that
affect the microenvironment.
2 Considered to be beyond the control of the
organization.
 |
 



 


¦

¦   


  
¦

¦
 
¦
   
 

 


  
   |



2 The forces close to the company that affect
its ability to serve its customers - the
company, market channel firms, customer
markets, competitors and publics, which
combine to make up the firm¶s value delivery
system.
The Microenvironment

¦


    

¦
 
 
¦
 
¦
  
 
¦
 
|
 


    |



2 Company¶s Jnternal Environment- functional areas such
as top management, finance, and manufacturing, etc.

2 Suppliers - provide the resources needed to produce

goods and services.

2 Marketing Jntermediaries - help the company to promote,

sell, and distribute its goods to final buyers.
    |



2 Customers - five types of markets that purchase a
company¶s goods and services.

2 Competitors - those who serve a target market with

similar products and services.

2 Publics - any group that perceives itself having an

interest in a company¶s ability to achieve its
objectives.
 
|







 ¦

 
  


¦

 




 
  


 
 

   | 




2 The larger societal forces that affect the whole

microenvironment - demographic, economic, natural,
technological, political and cultural forces.
2 The company and all of the other actors operate in a
larger macro environment of forces that shape
opportunities and pose threats to the company.
   | 



 | 





 


¦   

  

 
 

 ¦

   

  
ë
  



Úorldwide Population Growth

Population Age Mix

Ethnic Markets

Educational Groups

Household Patterns

Geographical Shifts in Population

  




  
Subsistence economies
Raw-material-exporting economies
Jndustrializing economies
Jndustrial economies

  !

¦ 
   
| 



2 ëemographic - monitors population in terms of age,
sex, race, occupation, location and other statistics.

2 Economic - factors that affect consumer buying

power and patterns.

2 Natural - natural resources needed as inputs by

marketers or that are affected by marketing activities.
  



 
 ¦

 
 ë 



¦

 
 


¦

¦ 


 
  
 


" #  

  

 

&
    
 
 
'   $%" 
 


 ¦ 
  
 The Company¶s Macro environment

2 Technological - forces that create new product and

market opportunities.

2 Political - laws, agencies and groups that influence or

limit marketing actions.

2 Cultural - forces that affect a society¶s basic values,

perceptions, preferences, and behaviors.
   


$  &
$!
¦
 (



  
 


  "  


 
 $ 
  



  ¦

'  ë  





 





# 
¦  


 
 





 

*  +% 
 

 , 
 + 
   ) 


 
0