Marketing
Every company faces a wide range of competitors. A company must secure a strategic advantageover competitors by positioning their offerings to be successful in the marketplace. No singlecompetitive strategy is best for all companies.
f. Publics
A
public is any group that has an actual or potential interest in or impact on an organization’sability to achieve its objectives. A company should prepare a marketing plan for all of their major publics as well as their customer markets. Generally, publics can be identified as being:1). Financial publics--influence the company’s ability to obtain funds.2). Media publics--carry news, features, and editorial opinion.3). Government publics--take developments into account.4). Citizen-action publics--a company’s decisions are often questioned by consumer organizations.5). Local publics--includes neighborhood residents and community organizations.6). General publics--a company must be concerned about the general public’s attitude toward its products and services.7). Internal publics--workers, managers, volunteers, and the board of directors. 2.
MACRO ENVIRONMENT
The Company’s Macro environment The company and all of the other actors operate in a larger macro environment of forces thatshape opportunities and pose threats to the company. There are six major forces (outlined below)in the company’s macro environment. There are six major forces (outlined below) in thecompany’s macro environment.a. Demographic. b. Economic.c. Natural.d. Technological.e. Political.f. Cultural.
a. Demographic Environment Demography is the study of human populations in terms of size, density, location, age, sex, race,occupation, and other statistics. It is of major interest to marketers because it involves people and people make up markets. Demographic trends are constantly changing. Some more interestingones are.1). The world’s population (though not all countries) rate is growing at an explosive rate that willsoon exceed food
f. Publics
A
public is any group that has an actual or potential interest in or impact on an organization’sability to achieve its objectives. A company should prepare a marketing plan for all of their major publics as well as their customer markets. Generally, publics can be identified as being:1). Financial publics--influence the company’s ability to obtain funds.2). Media publics--carry news, features, and editorial opinion.3). Government publics--take developments into account.4). Citizen-action publics--a company’s decisions are often questioned by consumer organizations.5). Local publics--includes neighborhood residents and community organizations.6). General publics--a company must be concerned about the general public’s attitude toward its products and services.7). Internal publics--workers, managers, volunteers, and the board of directors. 2.
MACRO ENVIRONMENT
The Company’s Macro environment The company and all of the other actors operate in a larger macro environment of forces thatshape opportunities and pose threats to the company. There are six major forces (outlined below)in the company’s macro environment. There are six major forces (outlined below) in thecompany’s macro environment.a. Demographic. b. Economic.c. Natural.d. Technological.e. Political.f. Cultural.
a. Demographic Environment Demography is the study of human populations in terms of size, density, location, age, sex, race,occupation, and other statistics. It is of major interest to marketers because it involves people and people make up markets. Demographic trends are constantly changing. Some more interestingones are.1). The world’s population (though not all countries) rate is growing at an explosive rate that willsoon exceed food