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