M2

DESIGN A CUSTOMER VALUE DRIVEN MARKETING STRATEGY

MODULE 1.2 ANALYZING THE MARKETING ENVIRONMENT

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Marketing Environment:

• Consists of the actors & forces outside marketing that affects marketing

1. Microenvironment:
   • actors close to the company that affects its ability to serve its target market

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2. Macro Environment:
   • larger societal forces that affect the microenvironment

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The Elemennts of The Microenvironment

1. Company:

   • Top Management
   • Finance
   • Research and development
   • Purchasing operations
   • Accounting
   • Other department

2. Suppliers:

   • Partners in providing customer value.
   • Provide inputs for the production of goods and services.
   • Raw materials
   • Equipment
   • Machines
   • Labor

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3. Marketing Intermediaries:
   • Help the company to promote, sell adn distribute its products to final buyers.
   • Resellers
   • Physical distribution firms
   • Marketing services agencies
   • Financial intermediaries

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4. Competitors:
   • Firms must gain strategic advantage by positioning their offerings against competitors’ offerings.
   • Direct competitors
   • Indirect competitors

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5. Publics:
   • Any group that has an actual or potential interest in or impact on organizations ability to achieve its objectives.
   • Financial publics
   • Media publics
   • Government publics
   • Citizen-action publics
   • Internal publics
   • General public
   • Local publics

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6. Customers:
   • Buyers of the product being sold
   • Consumer markets
   • Business markets
   • Reseller markets
   • Government markets
   • International markers

Elements of the Macroenvironment (PESTND)

1. Political:
   • Laws, government agencies, and pressure groups that influence or limit various organizations & individuals in a given society
2. Economic:
   • Factors that affect consumer purchasing power & spending patterns
   • Inflation
   • Employment/Unemployment Rate ○Salary/Wage
   • Income Distribution