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:
The actors and forces outside marketing that affect marketing managements' ability to develop and maintain successful transactions with its target customers
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
Company: Top management Finance R &D Purchasing Manufacturing Accounting
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
Customers: Consumer market: Business market Reseller market Government market International market Competitors:
Public: Financial public Media public government Citizen action Local General internal
Demographic Economic Natural Technological Political Cultural
Demographical: Study of human populations in terms of Size Density Location Age Gender Occupation etc
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
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.
Cultural environment: institutions and other forces that affect society`s basic values, perceptions, preferences and behavior.