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Marketingmicroenvironment 121001094742 Phpapp02

The document discusses the micro-environment that affects organizations, including customers, suppliers, marketing intermediaries, competitors, and publics. It defines each of these elements and provides examples to describe their roles in influencing organizations.

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Rishabh Tiwari
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38 views18 pages

Marketingmicroenvironment 121001094742 Phpapp02

The document discusses the micro-environment that affects organizations, including customers, suppliers, marketing intermediaries, competitors, and publics. It defines each of these elements and provides examples to describe their roles in influencing organizations.

Uploaded by

Rishabh Tiwari
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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 The market environment is a marketing

term and refers to factors and forces that


affect a firm’s ability to build and
maintain successful relationships with
customers
Internal
Environment

Micro
Environment

Macro
Environment
 The micro-environment affects the organization
directly. It refers to the environment that most closely
linked to the firm

This environment is also not under the full control of


business.

 The business can influence this environment.


Customer

Public Supplier

Components

Marketing
Intermediaries
Competitor
 Customers are the
actual buyer of our goods
and services.

 The company must


study its customer
markets closely since each
market has its own special
characteristics.
• 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 produce


Government Market public services or transfer them to those that need them

International Market • buyers of all types in foreign countries


 Suppliers are firms and
individuals that provide
the resources needed by
the company.

 They are an important


link in the company’s
overall customer “value
delivery system.”
Right
Timely Price Quality
Product
Availability

Price of key inputs


 Conducting competitor
analysis is critical for
success of the firm

 A marketer must
monitor its competitors’
offerings to create
strategic advantage
 Marketing Marketing
Intermediaries
intermediaries are firms
that help the company to Reseller
promote, sell, and
distribute its goods to Physical
distribution
final 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 potential
interest in or impact on an organization’s ability to achieve
its objectives.

 A company should prepare a marketing plan for all of


their major publics.
Financial

Internal Government

Public
Citizen
Group Media

General Local

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