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Marketing Environment (MICRO (Publics (media, activists, government,…
Marketing Environment
MICRO
Customer Markets
business
consumer
reseller
government
international
Intermediaries
distribute
hauliers
sell
retailers
agents
dealers
brokers
promote
advertisers
media
marketers
Suppliers
raw materials
goods
components
Competition
5 forces
new entrants
supplier power
substitutes
customer power
rivalry
Publics
media
activists
government
consumer groups
general public
communities
COMP AD
cost leadership
cheapest
economy of scale
exposure
differentiation
usp
focus
niches
niche cost
niche differiation
expertise
MACRO
STEEPLE
social
economic
ethical
technological
legal
environmental
STRATEGY
Ansoff
market
present
penetration
new
development
product
present
development
new
diversification