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The marketing environment (The Macro environment (Social (work load (no…
The marketing environment
The Micro environment
Customers
consumer Markets
Business markets
reseller markets
government markets
international markets
Marketing intermediaries
Physical distributors
Hauliers
Resellers
wholesalers
dealers
brokers
Marketing consultants
advertising
media
marketing research agencies
Role
Assist organisations deliver value to customers
Some have 'partner' status
Suppliers
raw materials
components
finished goods
serve as input to Orgs 'offerings' to customers
relationships - vital
disruptions can affect flow of supply
can affect an orgs customers satisfaction
may be treated as partners
Problems
relationships
power imbalances
cost increases
disruption
shortages
Publics
Financial
Media reporting
TV
Radio
Newspapers/magazines
Gov organisations
Activists
Consumer groups
Local companies
General public
Competitors
Direct - offer similar goods/services
Substitutes - satisfy customers needs by alternative means
New entrants - may offer new or enhanced goods/services
Orgs need to monitor all competitors
to ensure they themselves offer better value and don't lose custom
The Macro environment
Social
work load
no time to shop
'Hello Fresh' Food menu boxes
Convenience foods
Tesco's online
Technological
Strategic windows
3D printing
Automative
medical
aerospace
manufacturing as a whole: (Lux Research, 2013)
Myriad uses
Economic
Environmental
Political
Legal
Ethical