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Marketing envoirenment (Micro Envoirenment (Costumers (consumer markets –…
Marketing envoirenment
Micro Envoirenment
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suppliers
resources such as raw materials,
components or finished goods that serve as inputs into organisations’
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publics
has an actual or potential
interest in or impact on an organization's ability to achieve its objectives
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Costumers
consumer markets – goods and services purchased by individuals and
householders for personal consumption
business markets – goods and services purchased by businesses for use
in their operations or manufacturing
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international markets – goods and services purchased by buyers in other countries who may be any of the preceding four types of buyers – consumers, businesses, resellers or governments.
Marketing intermediaries
roles in assisting an organisation in delivering value to its customers is reflected in their being regarded by some as having the status of an organisation’s partners.
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Competitive advantages - Organisations may combine two of these strategies but are unlikely to be
able to pursue all three
Cost leadership – being the lowest-cost provider through economies of
scale and sizeable market share
Differentiation – distinguishing an offering from competitors in some
way that is important to customers
need to consider not only obvious direct competitors but also possible new entrants and substitutes as well as the other competitive forces of customers and suppliers
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