Resources:

Marketing an Introduction / Gary Armstrong, Philip Kotler

The Marketing Environment

• A company’s marketing environment consist of the actors and forces outside marketing that affect management’s ability to develop and maintain successful relationships with its target customers.

• The Marketing Environment offers both opportunities and threats.

The Marketing Environment

• The microenvironment consists of the forces close to the company that affect its ability to serve its customers –– Company– Suppliers– Marketing intermediaries– Customers– Competitors– Publics

The Company’s Microenvironment

The Company’s internal environment

Top Management

Top Management

FinanceFinance ManufacturingManufacturing

PurchasingPurchasing

AccountingAccounting

R&DR&D

MarketingMarketing

• Resellers– Wholesalers– Retailers

• Physical Distribution firms– Stock– Transportation

• Marketing services agencies– Research firms– Advertising agencies

• Financial intermediaries– Banks– Credit companies– Insurance companies

Marketing Intermediaries

Types of Customer Markets

Consumermarkets

Consumermarkets

Business

markets

Business

markets

Gover

nmen

t

mar

kets

Gover

nmen

t

mar

kets

Reseller

mark

ets

Reseller

mark

ets

Internationalmarkets

InternationalmarketsCompanyCompany

• A public is any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives

Publics

GovernmentPublics

GovernmentPublics

MediaPublics

MediaPublics

FinancialPublics

FinancialPublics

Local PublicsLocal Publics

Citizen- Action p.

Citizen- Action p.

GeneralPublics

GeneralPublics

InternalPublics

InternalPublics

CompanyCompany

• Demographic Environment• Economic Environment• Natural Environment• Technological Environment• Political Environment• Cultural Environment

The Company’s Macroenvironment

• Political • Economical• Social• Technological

Macroenvironment – PEST Analysis