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Analyzing the Marketing Environment (The Microenvironment (1.5 Publics (1…
Analyzing the Marketing
Environment
The Microenvironment
1.1. The Company
1.1.1. Top Management
1.1.2. Finance
1.1.3. R & D
1.1.4. Purchasing
1.1.5. Operations
1.1.6. Accounting
1.2. Suppliers
1.3. Marketing Intermediaries
1.3.1. Resellers
1.3.2. Physical Distribution Firms
1.3.3.Marketing Services Agencies
1.3.4. Financial Intermediaries
1.4. Competitors
1.5 Publics
1.5.1. Financial Publics
1.5.3. Government Publics
1.5.2. Media Publics
1.5.4.Citizen-Action Publics
1.5.5. Local Publics
1.5.6. General Publics
1.5.7. Internal Publics
1.6. Customers
1.6.1. Consumer Markets
1.6.2. Business Markets
1.6.3. Government Markets
1.6.4. International Markets
2.The Macroenvironment
2.2. Economic Environment
2.3. The Natural Environment
2.4. The Technological Environment
2.6. The Cultural Environment
2.1 The Demographic Environment
2.5. The Political and Social Environment
3.Responding to the Marketing Environment
Views on Responding:
Uncontrollable, Proactive & Reactive