BUS 343 Lecture Notes - Root Mean Square, Longrun, Consumer Privacy
17 Jan 2018
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Sunday, October 16, 2016
Chapter 4 Notes
Analyzing the Market Environment
marketing environment - the actors and forces outside marketing that affect marketing
management’s ability to build and maintain successful relationships with targeting
customers
-marketers have 2 special aptitudes: marketing research + marketing intelligence
microenvironment - the actors close to the company that affect its ability to serve its
customers-the company, suppliers, marketing intermediaries, customer markets,
competitors, publics
macroenvironment - the larger societal forces that affect the microenvironment-
demographic, economic, natural, technological, political, cultural forces
The Microenvironment
The Company
Finance, R&D, purchasing, operations, accounting (company’s divisions) = internal
environment
Suppliers
Provide the resources needed by the company to produce its goods and services
Marketing Intermediaries
Firms that help the company to promote, sell, and distribute its goods to final buyers
resellers - distribution-channel firms that help the company find the customers/make
sales to them
e.g. wholesellers, retailers
Physical Distribution firms - help the company stock and move goods from their points
of origin to their destinations
Marketing service agencies - marketing research firms, advertising agencies, media
firms, that help company target and promote its products to the right markets
Financial intermediaries - banks, credit companies, insurance companies
Competitors
!1
find more resources at oneclass.com
find more resources at oneclass.com
Sunday, October 16, 2016
-must gain strategic adv. by positioning their offerings strongly against competitors
offerings in the minds of consumers
Publics
public - any groups that has any actual or potential interest in or impact on an org’s
ability to achieve its objectives
e.g. financial media, gov., citizen-action, local public, general, internal
Customers
aim of entire value delivery network —> service target customers and create strong
relationships with them
consumer markets - indic + households that buy goods/services for personal
consumption
Business markets - buy goods/services for further processing or use in their production
processes
reseller markets - buy goods/services to resell at a profit
Gov. markets - gov. agencies that buy goods/services to produce public services or
transfer the goods/services to others who need them
international markets - buyers in other countries (e.g. consumers, producers, resellers,
gov.)
The Macroenvironment
6 major sources of company’s macroenvironment
1. Demographic Environment
demography - the study of human populations in terms of size, density, location, age,
gender, race, occupation etc.
baby boomers - the 9.8 million Canadians born during the baby boom following World
War 2 and lasting until mid 1930’s
-spending more carefully, rethinking purpose of work, resp. + rel.
-wealthier
Generation X - born after baby boomers
-less materialistic
!2
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Analyzing the market environment marketing environment - the actors and forces outside marketing that affect marketing management"s ability to build and maintain successful relationships with targeting customers. Finance, r&d, purchasing, operations, accounting (company"s divisions) = internal environment. Provide the resources needed by the company to produce its goods and services. Firms that help the company to promote, sell, and distribute its goods to nal buyers resellers - distribution-channel rms that help the company nd the customers/make sales to them e. g. wholesellers, retailers. Physical distribution rms - help the company stock and move goods from their points of origin to their destinations. Marketing service agencies - marketing research rms, advertising agencies, media. Rms, that help company target and promote its products to the right markets. Financial intermediaries - banks, credit companies, insurance companies. Must gain strategic adv. by positioning their offerings strongly against competitors. Sunday, october 16, 2016 offerings in the minds of consumers.
