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Company’s environment - Coggle Diagram
Company’s environment
Microenvironment
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Marketing Intermediaries
help the company to promote, sell, and distribute its products to final buyers
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Customers
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Government markets
made up of government agencies that buy goods and services to produce public services.
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International markets
buyers in other countries, including consumers, producers, resellers, and governments
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Competitors
Marketers must gain strategic advantage by positioning their offerings
strongly against competitors’ offerings in the minds of consumers.
Publics
is any group that has an actual or potential interest in or
impact on an organization’s ability to achieve its objectives.
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Media
publics carry news, features, and editorial opinions.
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Internal
include workers, managers, volunteers, and the
board of directors.
The Company
All the interrelated groups form the internal environment. All groups should work in harmony to provide superior customer value and relationships
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Macroenviroment
Demography
is the study of human populations in terms of size,
density, location, age, gender, race, occupation, and other statistics
Demographic environment
geographic shifts in population
the world had, for the first time, more of its population living in towns and cities than in the rural areas.
better educated, more white-collar, more professional population
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The world population is becoming better educated.
- The rising number of educated people will increase the demand for quality products, books, magazines, travel, personal computers, and Internet services.
-The workforce also is becoming more white-collar
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Natural environment
Involves the natural resources that are needed as inputs by marketers or
that are affected by marketing activities.
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The company and all of the other actors operate in a larger macroenvironment of forces that shape opportunities and pose threats to the company.
Technological Environment
Technology is the most dramatic force in changing the marketplace. It creates new products and opportunities, and kills off older products.
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safety of new, complex products and technology
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Political/Legal Environment
laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society
- increasing legislation
- changing goverment agency enforcement
- more socially responsible
- More cause-related marketing
Cultural environment
consists of institutions and other forces that
affect a society’s basic values, perceptions, and behaviors
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consists of the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.