COM 250 Chapter Notes - Chapter 4: Byrsonima Crassifolia, Generation Z, Root Mean Square

• School: University of Victoria
• Department: Commerce
• Course: COM 250
• Professor: Saeed Rahman

Document Summary

Com 250 chapter 4 - analyzing the marketing environment: marketing environment: the actors & forces outside of marketing that effect marketing management"s ability to build & maintain successful relationships with customers. Companies must constantly watch & adapt to the changing environment. Micro-environment: the actors close to the company that affects its ability to serve its customers: the company: must work in harmony with the company departments in order to create customer value & relationships. Marketing management takes other company groups into account when designing marketing plan. All of these interrelated company groups (top management nance, research & development, purchasing, operations, accounting) form the internal environment: suppliers: provide the resources to produce goods & services. Treat as partners to provide customer value. Supplier problems can seriously effect marketing: marketing intermediaries: help the company promote, sell & distribute its products to nal buyers. Form an important link in the company"s overall customer value delivery network.