MGMT100 Lecture Notes - Lecture 2: Habitat, Pessimism, Customer Satisfaction
Document Summary
A company"s marketing environment consists of the actors and forces outside of marketing that affect marketing management"s ability to build and maintain successful relationships with target customers. Companies constantly watch and adapt to the changing environment. Form an important link in the company"s overall customer value delivery system. Most marketers today treat their suppliers as partners in creating and delivering customer value. Financial intermediaries: banks and insurance companies are among the many financial intermediaries that comprise the broader value network in which a business operates. To be successful, a company must provide greater value than its competitors. Marketers must do more than simply adapt to the needs of the target market, they must gain strategic advantage by positioning their offerings against competitors. Are any groups that have an actual or potential interest in or impact on an organisations ability to achieve its objectives. Companies might target any or all of the five types of consumer markers:
