Mcd 2040 Marketing Monash College
MCD2050 Marketing 1
Lecture 3A: The Micro-Environment Micro Environment
“Furious activity is no substitute for understanding”. (H. H. Williams)
Overview
The importance of the elements of the marketing organisation’s micro-environment which include: • Marketing organisation g g • Marketing intermediaries • Customers • Competitors • Publics
There are 5 factors, which will be covered in exam: buyer behaviour, mic&mac, market reaserch, stp (segmenting target positioning) 4ps/ PLC.
2
The marketing organisation’s environment
Microenvironment
– The actors close to the organisation that affect its ability to serve its customers:
• • • • the organisation market channel firms customer markets competitors and publics
Macroenvironment
– The larger societal forces that affect the whole micro-environment:
• demographic • economic, natural, technological, political and cultural forces
3
1
Actors in the Microenvironment
4
Micro-Environment
Micro-environment – The actors close to the organisation that affect its ability to serve its customers: • the organisation • market channel firms • customer markets • competitors and publics
5
The marketing organisation (1)
Senior management sets the organisation’s mission, objectives, broad strategies and policies. Marketing managers must make decisions within the plans made by senior management. Senior management must approve marketing plans before they can be implemented. In designing marketing plans, marketing management takes other organisation groups into account such as: top management, finance, research and development (R&D), purchasing, manufacturing and accounting.
6
2
The marketing organisation (2)
Organisations that adopt the marketing concept must ‘think customer,’ and work together to exceed customers’ expectations. expectations All parts of the organisation must work together to achieve the greatest benefit from the marketing concept.
7
Marketing intermediaries (1)
Lecture 3A: The Micro-Environment Micro Environment
“Furious activity is no substitute for understanding”. (H. H. Williams)
Overview
The importance of the elements of the marketing organisation’s micro-environment which include: • Marketing organisation g g • Marketing intermediaries • Customers • Competitors • Publics
There are 5 factors, which will be covered in exam: buyer behaviour, mic&mac, market reaserch, stp (segmenting target positioning) 4ps/ PLC.
2
The marketing organisation’s environment
Microenvironment
– The actors close to the organisation that affect its ability to serve its customers:
• • • • the organisation market channel firms customer markets competitors and publics
Macroenvironment
– The larger societal forces that affect the whole micro-environment:
• demographic • economic, natural, technological, political and cultural forces
3
1
Actors in the Microenvironment
4
Micro-Environment
Micro-environment – The actors close to the organisation that affect its ability to serve its customers: • the organisation • market channel firms • customer markets • competitors and publics
5
The marketing organisation (1)
Senior management sets the organisation’s mission, objectives, broad strategies and policies. Marketing managers must make decisions within the plans made by senior management. Senior management must approve marketing plans before they can be implemented. In designing marketing plans, marketing management takes other organisation groups into account such as: top management, finance, research and development (R&D), purchasing, manufacturing and accounting.
6
2
The marketing organisation (2)
Organisations that adopt the marketing concept must ‘think customer,’ and work together to exceed customers’ expectations. expectations All parts of the organisation must work together to achieve the greatest benefit from the marketing concept.
7
Marketing intermediaries (1)