The Marketing Environment：市场营销环境.pptVIP

Principles of Marketing The Marketing Environment The Marketing Environment The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers The Marketing Environment Marketing Environment 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 Company’s Microenvironment Marketing Environment Macroenvironment consists of the larger societal forces that affect the microenvironment Demographic Economic Natural Technological Political Cultural The Company’s Microenvironment The Company Suppliers Marketing intermediaries Customers Competitors Publics The Company’s Microenvironment The Company Internal environment includes: Top management Finance RD Purchasing Operations Accounting The Company’s Microenvironment Suppliers Provide the resources to produce goods and services Treated as partners to provide customer value The Company’s Microenvironment Help the company to promote, sell, and distribute its products to final buyers Include: Resellers Physical distribution firms Marketing services agencies Financial intermediaries The Company’s Microenvironment Marketing Intermediaries Resellers are the distribution channel firms that help the company find customers or make sales to them Include: Wholesalers Retailers The Company’s Microenvironment Marketing Intermediaries Physical distribution firms are the distribution channel firms that help the company to stock and move goods from their points of origin to their final destination The Company’s Microenvironment Marketing Intermediaries Marketing service agencies are the marketing research firms, advertising agencies, media firms, and marketing consulting firms that help the company target and promote its products to the right markets The Com