Chapter4 The Marketing Environment

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  • Philosophy Recognition that our customers are unique with their own culture, image, workplace issues, change rates Recognition that standard solutions do not work Recognition that each customer needs to be treated as and individual market Manufacturing Flat organizational structure, easy to get to the right resources, greater empowerment Mass customization Vs. mass production Highly vertical and highly integrated operation Cellular organization - lot size of one
  • Chapter4 The Marketing Environment

    1. 1. <ul><li>Resources: </li></ul><ul><li>Marketing an Introduction / Gary Armstrong, Philip Kotler </li></ul>The Marketing Environment
    2. 2. The Marketing Environment <ul><li>A company’s marketing environment consist of the actors and forces outside marketing that affect management’s ability to develop and maintain successful relationships with its target customers . </li></ul><ul><li>The Marketing Environment offers both opportunities and threats . </li></ul>
    3. 3. The Company’s Microenvironment <ul><li>The microenvironment consists of the forces close to the company that affect its ability to serve its customers – </li></ul><ul><ul><li>Company </li></ul></ul><ul><ul><li>Suppliers </li></ul></ul><ul><ul><li>Marketing intermediaries </li></ul></ul><ul><ul><li>Customers </li></ul></ul><ul><ul><li>Competitors </li></ul></ul><ul><ul><li>Publics </li></ul></ul>
    4. 4. The Company’s internal environment Top Management Finance Manufacturing Purchasing Accounting R&D Marketing
    5. 5. Marketing Intermediaries <ul><li>Resellers </li></ul><ul><ul><li>Wholesalers </li></ul></ul><ul><ul><li>Retailers </li></ul></ul><ul><li>Physical Distribution firms </li></ul><ul><ul><li>Stock </li></ul></ul><ul><ul><li>Transportation </li></ul></ul><ul><li>Marketing services agencies </li></ul><ul><ul><li>Research firms </li></ul></ul><ul><ul><li>Advertising agencies </li></ul></ul><ul><li>Financial intermediaries </li></ul><ul><ul><li>Banks </li></ul></ul><ul><ul><li>Credit companies </li></ul></ul><ul><ul><li>Insurance companies </li></ul></ul>
    6. 6. Types of Customer Markets Consumer markets Business markets Government markets Reseller markets International markets Company
    7. 7. Publics <ul><li>A public is any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives </li></ul>Government Publics Media Publics Financial Publics Local Publics Citizen- Action p. General Publics Internal Publics Company
    8. 8. The Company’s Macroenvironment <ul><li>Demographic Environment </li></ul><ul><li>Economic Environment </li></ul><ul><li>Natural Environment </li></ul><ul><li>Technological Environment </li></ul><ul><li>Political Environment </li></ul><ul><li>Cultural Environment </li></ul>
    9. 9. Macroenvironment – PEST Analysis <ul><li>P olitical </li></ul><ul><li>E conomical </li></ul><ul><li>S ocial </li></ul><ul><li>T echnological </li></ul>

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