MKTG 301 Chapter Notes - Chapter 3: 50Plus, Millennials, Generation Z
Document Summary
The microenvironment: the actors close to the company that affect its ability to engage and serve its customers. All departments share the responsibility for understanding customer needs and creating customer value. Form an important link in the company"s overall customer value delivery network. Other companies we source materials from, directly impact our ability to do our job. Ex: honda has developed healthy, long-term supplier relationships. Strategic suppliers are considered extensions of honda, to the benefit of both partners. Reseller/retailer- distribution channel firms that help the company find customers or make sales to them. Physical distribution firms- help companies stock and move goods from their points of origin to their destinations. Marketing services agencies- help companies target and promote its products to the right markets. Ex: advertising agencies , marketing research firms, media firms. Financial intermediaries- help finance transactions or insure against the risks associated with the buying and selling of goods.
