Marketing: Chapter Summary
Summary chapter 3
The marketing environment is made up of a microenvironment and a macroenvironment.
Micro environment
Marketing management their job is to build strong relationships with customers by creating customer value and satisfaction. But marketing managers cannot do this alone. Marketing success will require building relationships with other company departments, suppliers , marketing intermediaries , customers , competitors and various publics.
The company
Marketing managers must work closely with other company departments. Other departments have an impact on the marketing departments plans and actions. All of these functions must “think consumer”.
Suppliers
Suppliers form an important link in the company’s overall customer value delivery system. They provide the resources needed by the company to produce its goods and services. Supplier problems can seriously affect marketing. Rising supply costs may force price increases that can harm the company’s sales volume. Marketers build strong relationships with its suppliers.
Marketing intermediaries
Marketing intermediaries help the company to promote , sell and distribute its products to final buyers. Includes resellers , physical distribution firms , marketing services agencies and financial intermediaries. * Resellers : distribution channel firms that help the company find customers or make sales for them. These include wholesalers and retailers who buy and resell merchandise. * Physical distribution firms : Help the company to stock and move goods from their points of origin to their destinations. * Marketing services agencies : Marketing research firms , advertising agencies , media firms , and marketing consulting firms. * Financial intermediaries : Banks , credit companies , insurance companies and other financial institutions or insurance institutions against the risks associated with the buying and selling of goods.
Today’s marketers know the importance of working
The marketing environment is made up of a microenvironment and a macroenvironment.
Micro environment
Marketing management their job is to build strong relationships with customers by creating customer value and satisfaction. But marketing managers cannot do this alone. Marketing success will require building relationships with other company departments, suppliers , marketing intermediaries , customers , competitors and various publics.
The company
Marketing managers must work closely with other company departments. Other departments have an impact on the marketing departments plans and actions. All of these functions must “think consumer”.
Suppliers
Suppliers form an important link in the company’s overall customer value delivery system. They provide the resources needed by the company to produce its goods and services. Supplier problems can seriously affect marketing. Rising supply costs may force price increases that can harm the company’s sales volume. Marketers build strong relationships with its suppliers.
Marketing intermediaries
Marketing intermediaries help the company to promote , sell and distribute its products to final buyers. Includes resellers , physical distribution firms , marketing services agencies and financial intermediaries. * Resellers : distribution channel firms that help the company find customers or make sales for them. These include wholesalers and retailers who buy and resell merchandise. * Physical distribution firms : Help the company to stock and move goods from their points of origin to their destinations. * Marketing services agencies : Marketing research firms , advertising agencies , media firms , and marketing consulting firms. * Financial intermediaries : Banks , credit companies , insurance companies and other financial institutions or insurance institutions against the risks associated with the buying and selling of goods.
Today’s marketers know the importance of working