11.1 INTRODUCTION Show
Marketers need to be good at building relationships with customers, others in the company and external partners. To do this effectively, they must understand the major environmental forces that surround all of these relationships. A company’s marketing environment consists of the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. The marketing environment is made up of a microenvironment and a macroenvironment. The microenvironment consists of the actors close to the company that affect its ability to serve its customers-the company, suppliers, marketing intermediaries, customer markets, competitors and publics. The macro- environment consists of the larger societal forces that affect the microenvironment-demographic, economic, natural, technological, political and cultural forces. Let us look first at company’s micro-environment. 11.2 COMPANY’S MICROEVIRONMENT Marketing management’s job is to build relationships with customers by creating customer value and satisfaction. However, marketing managers cannot do this alone. Marketing success will require building relationships with other company departments, suppliers, marketing intermediaries, customers, competitors and various publics which combine to make up the company’s value delivery network. Figure 11.1 shows these major actors in the marketer’s microenvironment. Figure 11.1: Actors in microenvironment
11.3 THE COMPANY’S MACROENVIRONMENT The company and all of the other actors operate in a larger macro-environment of forces that shape opportunities and pose threats to the company. Figure 11.2 shows the important actors in macroenvironment. In this section these external forces are discussed. Figure 11.2: Actors in macroenvironment
Last modified: Wednesday, 9 October 2013, 7:06 AM Which of the following best describes the environment that contains the larger societal forces that affect the company level environment demographic economic?Which of the following BEST describes the environment that contains the larger societal forces that affect the company-level environment- demographic, economic, natural, technological, political, and cultural forces? D. Networked environment.
Which forces are part of macro environment?The factors that make up the macro-environment are economic factors, demographic forces, technological factors, natural and physical forces, political and legal forces, and social and cultural forces.
Which of the following is part of a company's microenvironment?Six components of micro environment are: Company, Suppliers, Marketing Intermediaries, Competitors, General Public and the Customers.
Which of the following is not a type of force in a company's Macroenvironment?These are Political, Economical, Social, Technological, Legal and Environmental. Hence, competitive forces are not a part of macro environment.
|