Please enable JavaScript.
Coggle requires JavaScript to display documents.
The marketing environment (MKT), Government markets :question:, Consumer…
The marketing environment
(MKT)
Two special aptitudes
Disciplined methods
MKT research
MKT environment
(analyse first -> strategy)
:recycle:
Macroenvironment
Larger societal forces
Affect the microenvironment
Microenvironment
Actors close to the company
Affect ability to serve its consumers
Customer & competitor environments
Microenvironment
:red_flag:
Suppliers
Provide sources -> goods
MKT intermediaries
:warning:
Meaning: Promote, sell & distribute its products to final buyers
Resellers
Company find customers/ make sales to them
Wholesalers (bán sỉ) & retailers (bán lẻ)
Distribute goods to customers
Physical distribution firms
Company can stock & move goods from their points of origin to their destinations
MKT services agencies
MKT research firms
Ad agencies
Media firms
MKT consulting firms
To target & promote its products to the right markets
Financial intermediaries
To finance transactions/ manage the risks associated with the buying & selling
Customers (1st important actor)
Definition
: consists of the actors close to the company that affect its ability to serve its customers, comprising the company, suppliers, marketing intermediaries, customer markets, competitors and publics.
Marketing management's job
Build rela with customers by creating value & satisfaction
Public
Has an actual or potential interest in or impact on an organisation's ability to achieve its objectives
Financial
Media
Government
Citizen-action
Local
General
Internal
Definition:
The marketing environment is made up of a microenvironment (the actors close to a company) and a macroenvironment (the larger societal forces).
Government markets :question:
Buy to produce public services
Transfer to others who need
Consumer markets :question:
Individuals & households buy goods & services for personal consumption
Business markets :question:
Use in their production process
Reseller markets :question:
Buy and resell at a profit
International markets :question:
Consumers, producers, resellers and governments from other countries
Company --> WS --> Retailer --> Consumer :check:
