Marketing Environment Analysis

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Questions and Answers

What is the marketing environment defined as?

Everything outside the marketing department but within the company (correct)

Everything related to marketing management

Everything outside the company

Everything inside the marketing department

What is the macroenvironment composed of?

Mission & vision & strategy, Company departments, Company processes, Current marketing mix

Demographic, economic, natural, technological, political, and cultural forces (correct)

Company, suppliers, intermediaries, competitors, publics and customer markets

Marketing Production Human Resources Purchasing

What does the microenvironment consist of?

Demographic, economic, natural, technological, political, and cultural forces

The company, suppliers, intermediaries, competitors, publics and customer markets (correct)

Marketing Production Human Resources Purchasing

Mission & vision & strategy, Company departments, Company processes, Current marketing mix

What is the internal marketing environment?

Within the company but not in marketing department Signup and view all the answers

What is the external marketing environment?

External to the company Signup and view all the answers

What are the factors that affect the marketing department's ability to build and maintain successful relationships with target customers?

The company, suppliers, intermediaries, competitors, publics and customer markets Signup and view all the answers

What does the marketing environment include?

Everything outside the marketing department Signup and view all the answers

What are the larger societal forces that affect the microenvironment?

Demographic, economic, natural, technological, political, and cultural forces Signup and view all the answers

What is the primary goal of the microenvironment?

To serve customers Signup and view all the answers

What is the internal environment of the company also known as?

The company Signup and view all the answers

What is the role of suppliers in the microenvironment?

To provide resources to produce goods and services Signup and view all the answers

What is the primary function of intermediaries in the microenvironment?

To help the company promote, sell, and distribute its goods to final buyers Signup and view all the answers

What is the purpose of positioning a company's offerings against competitors' offerings?

To gain strategic advantage Signup and view all the answers

What are publics in the context of the microenvironment?

Any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives Signup and view all the answers

What is an example of a financial public?

Banks and investors Signup and view all the answers

What is the purpose of understanding the different publics in the microenvironment?

To achieve the company's objectives Signup and view all the answers

Study Notes

The Marketing Environment

The marketing environment includes everything outside the marketing department that affects marketing management's ability to build and maintain successful relationships with target customers.

The Microenvironment

Consists of actors within and close to the company that affect its ability to serve its customers.
Includes:
- The company (internal environment)
- Suppliers
- Intermediaries
- Competitors
- Publics
- Customer markets

The Company (Internal Environment)

Includes:
- Mission and vision
- Current strategy
- Current marketing mix
- Processes within the company
- Departments within the company and how they collaborate (e.g. top management, finance, R&D, purchasing, operations, accounting)

Suppliers

Important in delivering client value
Provide resources to produce goods and services
Should be reliable and qualitative
Should be treated as partners to provide customer value
Beware of potential threats

Intermediaries

Help the company promote, sell, and distribute goods to final buyers
Include:
- Resellers (shops, wholesalers)
- Logistical services (distribution firms, transportation, storage)
- Marketing services (market research companies, advertising agencies)
- Financial services (banks, insurers, investors)

Competitors

Firms can gain strategic advantage by positioning their offerings strongly against competitors' offerings in the minds of consumers
Direct competitors vs. indirect competitors

Publics

Any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives
Includes:
- Financial publics (influencing the company's ability to obtain funds)
- Media publics (carrying news, features, and editorial opinion)
- Government publics (management must take government developments into account)
- Citizen-action publics (consumer organizations, environmental groups, minority groups, etc.)