Professional Documents
Culture Documents
1. 1. The market environment is a marketingterm and refers to factors and forces thataffect a
firms ability to build andmaintain successful relationships withcustomers
2. 2. InternalEnvironmentMicroEnvironmentMacroEnvironment
3. 3. The micro-environment affects the organizationdirectly. It refers to the environment that
most closelylinked to the firmThis environment is also not under the full control
ofbusiness. The business can influence this environment.
4. 4. CustomerPublic Supplier Components Marketing Intermediaries Competitor
5. 5. Customers are theactual buyer of our goodsand services. The company muststudy
its customermarkets closely since eachmarket has its own specialcharacteristics.
6. 6. individuals and households that buy goods and services Consumer Market for personal
consumption buy goods and services for further processing or for use Business Market in
their production process Reseller Market buy goods and services in order to resell them at
a profit agencies that buy goods and services in order to produceGovernment Market public
services or transfer them to those that need themInternational Market buyers of all types in
foreign countries
7. 7. Suppliers are firms andindividuals that providethe resources needed bythe company.
They are an importantlink in the companysoverall customer valuedelivery system.
8. 8. RightTimely Price Quality Product
9. 9. AvailabilityPrice of key inputs
10. 10. Conducting competitoranalysis is critical forsuccess of the firm A marketer
mustmonitor its competitorsofferings to createstrategic advantage
11. 11. Marketing Marketing Intermediariesintermediaries are firmsthat help the company to
Resellerpromote, sell, anddistribute its goods to Physical distributionfinal buyers. firms
Marketing service agencies Financial intermediaries
12. 12. Reseller They are those who hold and sell companys 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.
13. 13. 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.
14. 14. A public is any group that has an actual or potentialinterest in or impact on an
organizations ability to achieveits objectives. A company should prepare a marketing plan
for all oftheir major publics.
15. 15. Financial Internal Government PublicCitizen Group Media General Local
Macro environment