The micro-environment affects the organizationdirectly. It refers to the environment that most closelylinked to the firmThis environment is also not under the full control ofbusiness. The business can influence this environment.
Customers are theactual buyer of our goodsand services. The company muststudy its customermarkets closely since eachmarket has its own specialcharacteristics.
• individuals and households that buy goods and services Consumer Market for personal consumption • buy goods and services for further processing or for use Business Market in their production process Reseller Market • buy goods and services in order to resell them at a profit • agencies that buy goods and services in order to produceGovernment Market public services or transfer them to those that need themInternational Market • buyers of all types in foreign countries
Suppliers are firms andindividuals that providethe resources needed bythe company. They are an importantlink in the company’soverall customer “valuedelivery system.”
Conducting competitoranalysis is critical forsuccess of the firm A marketer mustmonitor its competitors’offerings to createstrategic advantage
Marketing Marketing Intermediariesintermediaries are firmsthat help the company to Resellerpromote, sell, anddistribute its goods to Physical distributionfinal buyers. firms Marketing service agencies Financial intermediaries
Reseller• They are those who hold and sell company’s product.• Wholesaler and retailer.Physical Distribution Firm• They help the company to stock and move goods from their points of origin to their destinations.• Transportation and warehousing.
Marketing Service Agencies• They help the company target and promote its products.• Advertising agencies. Media agency, marketing research firms, etc.Financial Intermediaries• They help finance transactions and insure against risks.• Banks, credit companies, insurance company, ect.
A public is any group that has an actual or potentialinterest in or impact on an organization’s ability to achieveits objectives. A company should prepare a marketing plan for all oftheir major publics.
Financial Internal Government PublicCitizen Group Media General Local