Chapter 4

The actors close to the company that affects its ability to serve its customers---the company, suppliers, marketing intermediaries, customer markets, competitors and publics

The actors and forces outside that effect marketing managements ability to build and maintain successful relationships with target customers

Financial publics Media publics Govt. publics Citizen-action publics Local publics General publics Internal publics

Company

Among departments Marketing Finance R&D Suppliers

Publics

Customer Value delivery system Supply Availability, shortage, delays, labor strikes

Marketing
Greater customer value and satisfaction Competitors Competitive advantage by proper positioning

Marketing Intermediaries

Reseller Physical distribution firms Marketing services agencies Financial intermediaries

Consumer market Customers Business Market Govt. market International Market

The larger social forces that affect the microenvironment----demographic, economic, natural, technological, political and cultural forces

Demographic Factors Cultural Forces Economic Forces

Company
Political Forces Natural Forces

Technological Forces

The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics

Worldwide Population Growth Population Age Mix Increasing Diversity (Japan or America) Educational Groups-More white collar jobs Household Patterns Geographical Shifts in Population

Shift from Mass Market to Micromarkets

Factors that affect consumer buying power and spending patterns

Income Distribution
Subsistence economies Raw-material-exporting economies Industrializing economies Industrial economies

Savings, Debt, & Credit Availability

Natural resources that are needed as inputs by marketers or that are affected by marketing activities

Increased Government Intervention

Higher Pollution Levels

Natural Environment

Shortage of Raw Materials (Air or water)

Increased Costs of Energy

Forces that create new technologies, creating new products and market opportunities

Accelerating Pace of Change

Unlimited Opportunities for Innovation

Issues in the Technological Environment

Varying R & D Budgets

Increased Regulation

Laws, Government agencies, and pressure groups that influence and limit various organizations and individuals in a given society

Increased Legislation

PoliticalLegal Environment SpecialInterest Groups

Institutions and other forces that affect societys basic values, perceptions, preferences, and behaviors.

Of Oneself

Of the Universe

Of Nature

Views That Express Values

Of Society

Of Others

Of Organizations