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Topic 2 - The Marketing Environment (Micro Environment Actors close to the…
Topic 2 - The Marketing Environment
Micro Environment
Actors close to the company that affect its ability to serve its customers.
The Company
Marketing management takes other company groups / departments into account
Suppliers
Provide resources to produce good and services
Problems for Sales
Supply Shortage / Delays
Labour Strikes
Natural Disasters
Rising Supply Costs
Marketing Intermediaries
Firms that help the company to promote, sell and distribute its good to final buyers
Resellers
Physical distribution points
Marketing services company
Financial intermediaries
Competitors
Direct
Indirect
Public Groups
The Customer
Macro Environment
Wider fabric of the market, normally observed at a national level
Legal/Political
Supranational and national governments, government agencies and pressure groups
Influence and constrain marketing decisions by setting the rules by which business is conducted
Economic
Forces that affect consumer power purchasing power and spending patterns
Income distribution
Disposable income
Interest and exchange rates
Economic growth and unemployment
Technological
Forces that create new technologies, new products and market opportunities
Internet Penetration
Communications
Economical/ Environmental
Physical environment and natural resources that are needed as inputs by marketers or which are affected by marketing activities
Social
Diversity - Generations, ethnicity, sexual orientation etc.
Demographic Profiles - Population growth, age, household structure etc.
Cultural Differences - Traditional cultures, subcultures (e.g. vegans) etc.
Consumerism