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Summary (Chpt.3) Analysing The Marketing Environment
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Principles of Marketing by ProfessorBurgerQueenAnalysing The Marketing Environment
- The marketing environment includes the actors and forces outside marketing that
affect management's ability to build and maintain successful relationships with target
customers
- Microenvironment consists of the actors close to the company that affect its ability to
serve its customers - suppliers, intermediaries, competitors
- Macroenvironment consists of larger societal forces that affect the microenvironment
- demographics, economics, environmental forces, technology, political, and cultural
forces
The Microenvironment
- The marketing department must work in harmony with other company departments to
create customer value and relationships
- It must also partner with other firms in the company’s value delivery network
- Customers are the most important actors in the company’s microenvironment. The
aim of the entire value delivery system is to serve target customers and create strong
relationships with them
- In designing marketing plans, marketing management takes other company groups in
account eg. finance, R&D, accounting
- Marketing intermediaries are firms that help the company to promote, sell and
distribute its goods to final buyers
- Resellers, financial intermediaries, physical distributors, marketing services agencies
- Firms must gain strategic advantage by positioning their offerings strongly against
competitors’ offerings in the minds of consumers
- Publics are any group that has an actual or potential interest in or impact on an
organisation’s ability to achieve its objectives
- Financial publics - influence ability obtain funds
- Media publics - news, editorial opinions
- Government publics
- Citizen-action publics - decisions will be questioned by consumer organisations,
environmental groups, etc.
- Local publics - neighbourhood residents etc.
- Internal publics - workers, managers, board
The Macroenvironment
- Changing demographics means changes in markets and marketing strategies
- Concern for the natural environment has a spawned so-called “green movement”,
with brands now developing products that do less harm to the environment
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