MKT 101 Chapter Notes - Chapter 3: Natural Disaster, Adapt, Economic Forecasting
21 Jan 2019
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Marketing environment: actors and forces outside marketing that affect marketing management"s ability to build and maintain successful relationships with target customers. Companies must constantly watch and adapt to changing environment-or lead changes. 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. Macroenvironment: the larger societal forces that affect the microenvironment- demographic, economic, natural, technological, political and cultural forces. Top management: sets company mission, objectives, broad strategies & policies. Finance, research & development, purchasing, operations, human. Suppliers: provide resources needed by company to produce its goods and services. Supply shortage/delay, natural disaster: cost sales or damage customer satisfaction. Marketing intermediaries: firms that help the company to promote and distribute its products to final buyers. Include: resellers, physical distribution firms, marketing services agencies, Resellers: distribution channel firms that help the company find customers or make sales to them: wholesalers and retailers (buy and resell merchandise)
