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Micro Environment 2

The document discusses the marketing environment and its internal and external factors. It defines the micro environment as comprising of customers, suppliers, marketing intermediaries, competitors and public. It then provides details about each of these micro environment elements - describing the different types of customers and markets, importance of suppliers, role of marketing intermediaries and competitors. It also discusses the key factors affecting suppliers and competitors.

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Rishabh Tiwari
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41 views18 pages

Micro Environment 2

The document discusses the marketing environment and its internal and external factors. It defines the micro environment as comprising of customers, suppliers, marketing intermediaries, competitors and public. It then provides details about each of these micro environment elements - describing the different types of customers and markets, importance of suppliers, role of marketing intermediaries and competitors. It also discusses the key factors affecting suppliers and competitors.

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 PPTX, PDF, TXT or read online on Scribd
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Group No.

- 10
MBA22056 Sayali Sonawane
MBA22057 Aniket Suryavanshi
MBA22058 Akshay Tekale
MBA22059 Rajveer Singh
Thakur MBA22060 Shreya
Tichkule MBA22061 Rishabh
Themarketenvironmentisamarketing termandrefersto
factorsandforcesthat 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 tothe firm

Thisenvironment is alsonot under the full control of business.

The business can influence thisenvironment.


Customer

Publi Supplie
c r
Component
s

Marketing
Intermediaries Competitor
Customers are the
actual buyer ofour
goods and services.

The company must study its


customer markets closely
since each market has its
ownspecial characteristics.
• individuals and households thatbuy goods and
Consumer services for personalconsumption
Market
• buy goods and services for further processing or for
Business Market use in their production process

Reseller Market • buy goods and services in order to resell them at a


profit

Government Market
• agencies that buy goods and services in order to
produce
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
neededby the
company.

They are an important


link in thecompany’s
overall customer“value
Timel Pric Qualit Right
Produc
y e y
t
Availability

Price of keyinputs
Conducting
competitor analysis is
critical for success of
thefirm

A marketermust
monitor itscompetitors’
offerings to create
strategic advantage
Marketing Marketing
Intermediarie
intermediaries are firms s

that help the company Reseller

to promote, sell, and Physical

distribute its goods to


distributio
n firms

final buyers. Marketin


g service
agencies

Financial
intermediarie
s
Reselle
r• They are those who hold and sell
company’s product.
• Wholesaler andretailer.

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. Mediaagency,
marketing
research firms, etc.

Financial Intermediaries
• They help finance transactions and insure
against risks.
• Banks, credit companies,
insurancecompany, ect.
Apublic is any group that has an actual or
potential interest in or impact on an organization’s
ability to achieve its objectives.

Acompanyshould prepare amarketing plan for


all oftheir majorpublics.
Financia
l

Internal Government

Public
Citize Medi
n a

Grou
p
General Local

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