The document discusses the marketing environment and its internal and external factors. It summarizes that the marketing environment includes a company's microenvironment of departments and macroenvironment external forces that influence marketing activities. It also outlines the key elements of a company's internal microenvironment and external macroenvironment forces like demographics, economy, natural environment, technology, politics, and culture.
4. The marketing environment
It includes the actors and forces outside
marketing that affect marketing
management’s ability to build and maintain
successful relationships with customers
5. • The Company’s Microenvironment
• The Company’s Macro environment
9. • Provide the resources to produce goods and
services
• Treated as partners to provide customer value
10. Help the company to promote, sell and
distribute its products to final buyers
11.
12. Types of Marketing Intermediaries
Physical
Resellers distribution
firms
Marketing
Financial
services
intermediaries
agencies
13. • Firms must gain strategic advantage by
positioning their offerings against
competitors’ offerings
14. • Any group that has an actual or potential interest in or impact
on an organization’s ability to achieve its objectives
– Financial publics
– Media publics
– Government publics
– Local publics
– Internal publics
15.
16. Demography is the study of human populations
in terms of size, density, location, age, gender,
race, occupation, and other statistics
• It is important as it involves people, and
people make up markets
• It includes age, family structure, educational
characteristics, and population diversity
21. • Income Distribution
• Savings, Debt, and Credit
Madura Garments has responded to changes in
income distribution by offering an upscale line
and a mass market line
22.
23. . Shortage of
raw materials
Anti-pollution Governmental
pressures protections
24.
25.
26. • Most dramatic force in changing the
marketplace
• Creates new products and opportunities