Marketing Micro and Macro Environment

• Marketing is offered at the University of Colima as part of the International Business degree within the Faculty of Economics.

Microenvironment

• Includes participants close to the company.
• Affects the company's ability to build relationships with customers and create value.
• Consists of customers, providers and the public.
• Also includes the marketing mix and the company itself, competitors, and marketing intermediaries.

Macroenvironment

• Encompasses larger societal forces.
• Affects the microenvironment.
• Includes demographic, economic, natural, technological, political, and cultural forces.

Company Itself

• Marketing management considers internal groups when making plans, including top management, finance, R&D, purchasing, manufacturing, and accounting.

Providers

• Consists of individuals or companies that provide the goods or services needed to produce and sell goods.

Marketing Intermediaries

• Help the company promote, sell, and distribute goods to final buyers.
• Physical distribution firms help the company stock and move goods.
• Marketing service agencies help target and promote products to the right markets.
• Financial intermediaries help finance transactions and insure against risk.

Customers

• Consumer markets: Individuals and households that buy goods and services for personal consumption.
• Business markets: Buy goods and services for further processing or use in their production processes.
• Reseller markets: Buy goods and services to resell at a profit.
• Government markets: Government agencies that buy goods and services to produce public services.
• International markets: Buyers in other countries, including consumers, producers, resellers, and governments.

Competitors

• Brand competition is from companies that sell similar products.
• Substitute products: Products that are not in the same category but fulfill the same need.
• All companies are also competitors.

Publics

• Is any group that has an interest or impact on an organization's ability to achieve its objectives.
• Includes financial, media, government, citizen-action, and local publics.

Demographics

• Is the study of human populations in terms of volume, density, location, race, gender, age, occupation, and geographic mobility.

Social/Cultural Factors

• Institutions and forces that affect society's values, perceptions, preferences, and behaviors.
• Includes cultural value persistence and shifts in secondary cultural values.

Economic Factors

• Factors that economic factors affect consumer buying power and spending patterns.
• Includes income changes, shifts in consumer spending patterns, inflation, recession and prosperity.

Natural Factors

• Natural resources needed as inputs by marketers or affected by marketing activities.
• Includes raw material shortages, increased pollution, increased energy costs, and government intervention in natural resource management.

Technological Factors

• Forces that technological factors create new technologies, creating new product and market opportunities.
• Includes the rapid pace of technological change, high R&D budgets, increasing regulation, and focus on minor improvements.

Political Factors

• Political factors include laws, government agencies, and pressure groups that influence and limit organizations and individuals.
• Includes legislation regulating business and an emphasis on ethics and social responsibility.