Summary
Summary Marketing 1 ch. 3t/m6 & 19&20
- Course
- Institution
- Book
English summary, chapters, 3t/m6 & 19&20
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
More summaries for
-
Principles of marketing 8th European edition, Philip Kotler
-
Marketing Calculations By Numbers summary
-
Marketing Kotler & Armstrong
1 review
By: rgroustra • 7 year ago
Not very extensive
Seller
Follow
Maikexx
Reviews received
Content preview
Marketing EnvironmentMade by: Maike Hofman
Chapter 3
Marketing Environment: the actors and forces outside marketing that affect marketing
management’s ability to build and maintain successful relationship with target customers.
Microenvironment: the actors close to the company that affect its ability to serve its
customers, the company, suppliers, marketing intermediaries, customer markets, competitors
and publics.
Macro environment: the larger social forces that affect the microenvironment, demographic,
economic, natural, technological, political and cultural forces.
The microenvironment
Marketing intermediaries: firms that help the company to promote, sell and distribute its
goods to final buyers. They include resellers, physical distribution firms, marketing services
agencies and financial intermediaries.
Resellers are distribution channel firms that help the company find customers or
make sales to them. These include wholesalers and retailers who buy and resell
merchandise.
Physical distribution firms help the company stock and move goods from their points
of origin to their destinations.
Marketing services agencies are the marketing research firms, advertising agencies,
media firms and marketing consulting firms that help the company target and promote
its products to the right markets.
Financial intermediaries include banks, credit companies, insurance companies and
other businesses that help finance transactions or insure against the risks associated
with the buying and selling of goods.
Suppliers: form an important link in the company’s overall customer value delivery network.
They provide the resources needed by the company to produce its goods and services.
Competitors: the marketing concept states that, to be successful, a company must provide
greater customer value and satisfaction than its competitors do.
Public: is any group that has an actual or potential interest in or impact on an organisation’s
ability to achieve its objectives.
Seven types of publics:
Financial publics: this groups influences the company’s ability to obtain funds. Banks,
investment analysts and shareholders are the major financial publics.
Media publics: this groups carries news, features and editorial opinion. It includes
newspapers, magazines, television and radio stations and blogs and other Internet
media.
Government publics: management must take government developments into account.
Marketers must often consult the company’s lawyers on issues of product safety, truth
in advertising and other matters.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Maikexx. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.21. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
49497 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now