Marketing Micro

Environment

Marketing EnvironmentThe market environment is a marketing term and refers to factors and forces that affect a firm’s ability to build and maintain successful relationships with customers

Components of Marketing Environment

Internal EnvironmentMicro EnvironmentMacro Environment

Micro EnvironmentThe micro-environment affects the organization directly. It refers to the environment that most closely linked to the firm

This environment is also not under the full control of business.

The business can influence this environment.

Micro Environment

Components

CustomerCustomers are the actual buyer of our goods and services.

The company must study its customer markets closely since each market has its own special characteristics.

Customer Market•individuals and households that buy goods and services for personal consumptionConsumer Market

•buy goods and services for further processing or for use in their production processBusiness Market

•buy goods and services in order to resell them at a profitReseller Market

•agencies that buy goods and services in order to produce public services or transfer them to those that need them

Government Market

•buyers of all types in foreign countriesInternational Market

SuppliersSuppliers are firms and individuals that provide the resources needed by the company.

They are an important link in the company’s overall customer “value delivery system.”

Suppliers

Timely

Price

Quality

Right Product

Point of ConsiderationAvailability

Price of key inputs

CompetitorsConducting competitor analysis is critical for success of the firm

A marketer must monitor its competitors’ offerings to create strategic advantage

Marketing IntermediariesMarketing intermediaries are firms that help the company to promote, sell, and distribute its goods to final buyers.

Marketing Intermediaries

ResellerPhysical

distribution firms

Marketing service agencies

Financial intermediaries

Marketing IntermediariesReseller•They are those who hold and sell company’s product.•Wholesaler and retailer.

Physical Distribution Firm•They help the company to stock and move goods from their points of origin to their destinations.•Transportation and warehousing.

Contd…Marketing Service Agencies•They help the company target and promote its products.•Advertising agencies. Media agency, marketing research firms, etc.

Financial Intermediaries•They help finance transactions and insure against risks.•Banks, credit companies, insurance company, ect.

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

A company should prepare a marketing plan for all of their major publics.

Public Group

Public Group

FinancialGovernment

Media

LocalGeneral

Citizen

Internal

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