MGMA01H3 Chapter Notes - Chapter 3: Public Services International, Marketing Management, Millennials
Document Summary
Marketing environment: actors and forces outside marketing that affect marketing management"s ability to build and maintain successful relationships with target customers. Market research and market intelligence are used to collect information about the environment. Microenvironment: actors close to the company that affects its ability to serve its customers the company, suppliers, marketing intermediaries, customers, competitors, etc. Macroenvironment: consists of the larger societal forces that affect the microenvironment demographic, economic, natural, technological, political and cultural forces: the company. Marketing management must take other company groups (top mgt, finance, r&d, purchasing, operations) into account when designing marketing plans. Top management sets the objectives and the departments must work together to achieve these goals. They should work together to produce superior customer value: suppliers. They form an important link in the customer value delivery system and they provide the resources needed to produce goods and services. Supplier problems seriously affect marketing: supply shortages, labor strikes, rise in prices can dissatisfy customers: marketing intermediaries.
