33:630:301 Lecture Notes - Lecture 4: Ikea
Document Summary
Microenvironment is all the actors close to the company that positively or negatively affect the company"s ability to engage with and create value for customers. Company, suppliers, marketing intermediaries, customer markets, competitors, and publics. Success requires building relationships with other company departments, suppliers, marketing intermediaries, competitors, various publics, and customers which combine to make up the company"s value delivery network. Shortages or delays, natural disasters, and other events can cost sales in the short run and damage customer satisfaction in the long run. Most marketers treat their suppliers as partners in creating and delivering customer value - ikea example. Macroenvironment is the larger societal forces that affect the microenvironment. Demographic, economic, natural, technological, political, and cultural forces. Marketing intermediaries help the company promote, sell, and distribute to final buyers. Include resellers, physical distribution firms, marketing services agencies, and financial intermediaries. Resellers are distribution channel firms that help the company find customers or make sales to them.
