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Chapter 3 : The Marketing Environment - Coggle Diagram
Chapter 3 : The Marketing Environment
The Company's Microenvironment
Marketing Intermediaries
: Help the company to promote, sell and distribute its product
Customers
Business markets
Reseller markets
Customer markets
Goverment Markets
International Markets
Suppliers
: Provide the resources to produce goods and services
Competitors
: Firms must gain strategic advantage by positioning their offerings against competitors' offertings.
The Company
: Top management, Finance, R&D,Purchasing, Operation ,Accounting
Publics
Goverment publics
Citizen action publics
Media publics
local publics
Financial publics
general publics
Internal publics
The Company's Macroenvironment
Technological Environment
Political environment
: include laws, gorvernment agencies and pressure groups
Economic environment
consists of factors that affect consumer purchasing power and spending patterns
Cultural environment
: consists of institution and other forces that afect a society;s basic value
Demographic Environment
Changing age structure of the population
The changing Asian family
Demographic trends
: include age, family structure, geographic population shifts...
Geographic shifts in population
Demographic environment
: Involves people, and people make up markets
Change in Workforce
Demography
: Study of human populations
Increasing diversify
Responding to the Marketing environment
Proactive
Reactive
Uncontrollable