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The actors and forces outside marketing that affect marketing managements' ability to develop and maintain successful transactions with its target customers.

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Presentation on theme: "The actors and forces outside marketing that affect marketing managements' ability to develop and maintain successful transactions with its target customers."— Presentation transcript:

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2 The actors and forces outside marketing that affect marketing managements' ability to develop and maintain successful transactions with its target customers

3  Micro environment: the forces close to the company that affect its ability to serve its customers.  Macro environment: the large societal forces that affect the microenvironment

4  Company  Suppliers  Marketing intermediaries  Customer  Competitors  Publics

5  Company: Top management Finance R &D Purchasing Manufacturing Accounting

6  Suppliers: (shortages or delays, labor strikes etc)  Marketing intermediaries: firms that help the company to promote, sell and distribute its goods to final buyers:- Resellers Physical distribution firms Marketing service agencies Financial intermediaries

7  Customers: Consumer market: Business market Reseller market Government market International market  Competitors:

8  Public: Financial public Media public government Citizen action Local General internal

9  Demographic  Economic  Natural  Technological  Political  Cultural

10  Demographical: Study of human populations in terms of Size Density Location Age Gender Occupation etc

11  Economic environment : factors that affect consumer buying power and spending pattern: Changes in income Changing consumer spending pattern  Natural environment: natural resources that are needed as inputs by marketers or that are affected by marketing activities

12  Technological environment: forces that create new technologies, creating new product and market opportunities.  Political environment: laws, government agencies and pressure groups that influence and limit various organizations and individuals in a given society.

13  Cultural environment: institutions and other forces that affect society`s basic values, perceptions, preferences and behavior.


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