This document discusses the key external factors that affect marketing management's ability to build customer relationships. It describes the microenvironment as consisting of actors close to the company like competitors, suppliers, marketing intermediaries, publics, and customers. The macroenvironment includes larger societal forces like demographic, economic, technological, political, and cultural factors. It provides examples of how each of these external factors can influence companies and marketing activities.

1. CHAPTER 2

2.  The actors and forces outside marketing that
affect marketing management’s ability to
build and maintain successful relationships
with target customers
 Made up of a…..
 Includes the actors close to the company
 Involves larger societal forces

4.  COMPETITORS
 COMPANY
 PUBLICS
 SUPPLIERS
 CUSTOMERS
 MARKETING
INTERMEDIARIES

5.  COMPETITORS
 CUSTOMERS
 MARKETING
INTERMEDIARIES

6. The internal environment of the company that
is marketing the product.
 Includes different departments:
 Finance
 Accounting
 Research and development
 Purchasing
 Top management

7.  The providers of the resources need by the
company to produce its goods and services.
 Make sure that process used in production,supply of
raw materials,equipment and final good are
satisfactory.
 EXAMPLE:
 If there are shortages in oil,it will increase the price of
the end product.

8. A group that has an actual or potential interest
in or impact on an organization
 Seven publics include:
 Financial public
EXAMPLE: Banks,investment house,and
stockholders
 Media public
EXAMPLE: Newspaper,magazines, and radio and
television station

9.  Government public
EXAMPLE: state and federal government,public
municipality and government bodies (FAMA,
FELDA).
 Citizen-action public
EXAMPLE: consumer associations,World Wildlife
Fund (WWF),and Majlis Kanser Negara
(MAKNA).

10.  Local public
EXAMPLE: Giant
-Local public is resident of Indah Permai
 Internal public
EXAMPLE: Workers,managers,volunteers and the
board of director of the company.
 General public
Is the population at large

11.  Technological
 Demographic
 Political
 Economic
 Cultural
 Natural

12.  Technological
 Demographic
 Political
 Economic
 Cultural
 Natural

13.  The study of human population in terms of size,
density, location, age, gender, origin, occupation
and other statistics.
 Most important environment because it
involves people and people make-up markets.
 Marketers will depend on this factors to
produce or improve the products as these
factors will influence the buying behavior.

14.  EXAMPLE :
PROTON produces Exora because it has 7 seats to fit
the whole family.

15.  The most dramatic force shaping our destiny
 Forces that create new product and market
opportunities
 If the business doesn’t pay a close attenttion to
technology,they may fall behind from other business

16.  Example:
 VCD,DVD
 7 in 1
PADDY FIELD
Using high tech equipment to gain more product

17.  Institution and other forces that affect society’s
basic values, perceptions, preferences and
behaviour.
 It includes codes of manners,dress, languange,
religion, rituals,norm of behaviour such as law and
morality, and system of beliefs as well as the art.
 EXAMPLE: (Japan’s product)
 Before – DAKI (Less demand)
 After – DARLIE (demand increase)

18.  MIROENVIRONMENT  MACROENVIRONMENT
 Company  Demographic
 Suppliers  Economics
 Marketing  Natural
intermediaries  Technological
 Competitors  Political
 Publics  Cultural
 Customers

20.  MARLINAWATI  DK NORASMIDA
JANGO  DAYANGKU
 NABILAH BINTI ZULLIEANANI
YUSOF ADENANI
 ROSTINA JIKIRANI