MARK 201 Chapter Notes - Chapter 4: Income Distribution, Generation Z, Renewable Energy
Document Summary
People the company deals with on regular basis. Marketing decisions within these objectives and strategies. Shares responsibility to understand needs and create value. If the supplier is portrayed negatively in say, the media, then the company can lose business. Ex. foxconn manufacturing apple products using illegal labour can now affect how people view apple and if they want to continue to purchase apple products. It is important to position your product strongly against the competitors. Who influences if a company will have funds. News and other content that portrays the company in either a positive or negative way. How they feel about working for your company. Purpose of the entire value delivery network is to serve customers. Example of real product, campaign or company that have been affected by all 6 aspects of microenvironment. Larger societal forces that affect the microenvironment. Target their parents who will buy things for them. Not spending as much as we used to.
