This document discusses marketing environment and microenvironment. It defines marketing environment as the forces that affect a marketer's ability to conduct marketing activities, including the microenvironment and macroenvironment. The microenvironment consists of forces closest to the company that influence its ability to meet customer needs, such as the company itself, suppliers, customers (B2B, B2C, B2G), public groups, market intermediaries, and competitors.

1. Quarantine Lectures
Crash Course: Marketing
By
Saddam Siddiqui
Quarantine Crash Course: Marketing By: Saddam Siddiqui

2. Lecture # 3: Marketing
Environment - Microenvironment
Quarantine Crash Course: Marketing
By: Saddam Siddiqui
Quarantine Crash Course: Marketing By: Saddam Siddiqui

3. Agenda
• Definition of Market Environment
• Micro Environment
• Company
• Customer Markets
• Public
• Suppliers
• Competitors
• Marketing Intermediaries
Quarantine Crash Course: Marketing By: Saddam Siddiqui

4. Market
• A market is the set of actual and potential buyers of a product.
• It can be physical or virtual
• Generally, a market includes the following customers:
• Consumer aka B to C Market
• Business aka B to B Market
• Government aka B to G Market
Quarantine Crash Course: Marketing By: Saddam Siddiqui

5. Marketing Environment
• It is the force that affects the
ability of a marketer to conduct
its marketing activities.
• There are two types of
marketing environment:
• Micro Environment
• Macro Environment
Microenvironment
Macroenvironment
Quarantine Crash Course: Marketing
By: Saddam Siddiqui

6. Microenvironment
• The microenvironment consists of the forces closest to the company
that play an important role on the company’s ability to fulfil the
customer needs
Quarantine Crash Course: Marketing By: Saddam Siddiqui

7. Microenvironment Factors
• Company is the internal environment of the company that is marketing the
product.
• Suppliers are the providers to the resources needed by the company to
produce its goods and services.
• Customers are the people who buy the product. There are three main
types of customers: B to B, B to C, and B to G.
Quarantine Crash Course: Marketing
By: Saddam Siddiqui

8. Microenvironment Factors
• Public is any group that has actual or potential interest in or impact on
organization’s ability to achieve its objective.
• Market Intermediaries help the company to promote, sell, and distribute
its products to final buyers.
• Competitors are the organization that are competing with the company for
the same customer with the intention of fulfilling same needs and wants
Quarantine Crash Course: Marketing
By: Saddam Siddiqui