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Summary Principles of Marketing chapter 3: the marketing environment
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Summary study book Principles of Marketing of Kotler, P., Armstrong, G (chapter 3) - ISBN: 0132390027, Edition: first, Year of publication: 2012

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  • No
  • Chapter 3
  • June 1, 2013
  • 4
  • 2011/2012
  • Summary

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  • marketing introduction to marketing market environment

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Marketing Summary and definitions - Chapter 3


 Marketing environment – the actors and forces outside marketing that affect
marketing management’s ability to build and maintain successful relationships with
target customers.

- Successful firms constantly watch and adapt to the changing environment.

 Micro-environment – the actors close to the firm that affect its ability to serve its
customers - the firm, suppliers, marketing intermediaries, customer markets,
customer markets, competitors and publics.

 Macro-environment– The larger societal forces that affect the micro-environment –
demographic, economic, natural, technological, political and cultural forces.


Micro –environment

 The firm – other groups within the business (ie: top management and finance) need
to be taken into account when designing marketing plans

 Suppliers – important link in the firm’s customer value delivery system and they
provide resources needed by the firm.

 Marketing intermediaries – businesses that help the firm to promote, sell, and
distribute its goods to final buyers; they include resellers, physical distribution firms,
marketing service agencies and financial intermediaries.

 Physical distribution firms – help the firm to stock and move goods from their point
of origin to their destination.

 Customers:
Consumer markets – individuals & households buy goods & services for personal
consumption.

Business markets – buy goods & services for further processing or for use in their
production process.

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