The Marketing Environment
The marketing environment of a firm consists of 2 different parts, the micro-environment, and the macro-environment. The micro environment of a firm is all the actors within a firm which affects its ability to sell final products to its customers. The macro environment, are all actor which are potentially harmful, and pose a threat towards the firm.
The micro environment is affect by 6 actors, which are the firm, suppliers, market intermediaries, customers, competitors, and the public.
Within the firm, marketing managers work closely together with different groups within a company. These groups consist of the top management, research and development, purchasing, operations, accounting, and finance. These groups form the firm’s internal environment. The top managers define the firm’s mission, objectives, board strategies, and the firm’s policies. It is the duty of the marketing managers to oversee the mission, as well as the objectives of the top management.
The suppliers form an integral part of a firm’s micro environment, because they are the main link to the firm’s customer value delivery system. It is the suppliers who stock the firm with the materials that the firm need, to produce its final products. Marketing managers are put in charge of monitoring the supply of stock, as well as monitoring and price trends.
The market intermediaries are firms who help sell, promote, and distribute the firm’s final goods. These intermediaries are made up of 4 different groups, resellers, physical distributors, market service agencies, and financial intermediaries. It is the job of the resellers to help the firm to sell the products, as the firm has given these sellers the stock to sell. The physical distributors help the firm transport their goods from their origin, to their final destination. The marker servicing agencies are agencies which help the firm market their product, by means of advertising and promoting. The financial intermediaries are firms such as
The micro environment is affect by 6 actors, which are the firm, suppliers, market intermediaries, customers, competitors, and the public.
Within the firm, marketing managers work closely together with different groups within a company. These groups consist of the top management, research and development, purchasing, operations, accounting, and finance. These groups form the firm’s internal environment. The top managers define the firm’s mission, objectives, board strategies, and the firm’s policies. It is the duty of the marketing managers to oversee the mission, as well as the objectives of the top management.
The suppliers form an integral part of a firm’s micro environment, because they are the main link to the firm’s customer value delivery system. It is the suppliers who stock the firm with the materials that the firm need, to produce its final products. Marketing managers are put in charge of monitoring the supply of stock, as well as monitoring and price trends.
The market intermediaries are firms who help sell, promote, and distribute the firm’s final goods. These intermediaries are made up of 4 different groups, resellers, physical distributors, market service agencies, and financial intermediaries. It is the job of the resellers to help the firm to sell the products, as the firm has given these sellers the stock to sell. The physical distributors help the firm transport their goods from their origin, to their final destination. The marker servicing agencies are agencies which help the firm market their product, by means of advertising and promoting. The financial intermediaries are firms such as