33:630:301 Chapter Notes - Chapter 3: Marketing Management, Natural Environment, Strategos

• School: Rutgers University
• Department: Marketing
• Course: 33:630:301
• Professor: Stacy Schwartz

Document Summary

Chapter 3 analyzing the marketing environment: 3. 1 the microenvironment. Microenvironment the actors close to the company that affect its ability to engage and serve its customers the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. Marketi(cid:374)g (cid:373)a(cid:374)age(cid:373)e(cid:374)t"s jo(cid:271) is to (cid:271)uild relatio(cid:374)ships (cid:449)ith (cid:272)usto(cid:373)ers (cid:271)(cid:455) (cid:272)reati(cid:374)g customer value and satisfaction: the company. Marketing management has to take all the other departments into account while making decisions within the broad strategies and plans set by top management: suppliers. Suppliers form an important link i(cid:374) a (cid:272)o(cid:373)pa(cid:374)(cid:455)"s o(cid:448)erall (cid:272)usto(cid:373)er (cid:448)alue deli(cid:448)er(cid:455) network. Suppliers provide resources needed by a company to produce goods and services. Rising supply costs can hurt a (cid:272)o(cid:373)pa(cid:374)(cid:455)"s sales (cid:448)olu(cid:373)e. Most marketers treat their suppliers as partners in creating and delivering customer value: marketing intermediaries. Marketing intermediaries help the company promote, sell, and distribute its products to final buyers, including resellers, physical distribution firms, marketing services agencies, and financial intermediaries.