Marketing Environment Strategy PDF

# UNIT 2 STRATEGIC MARKETING: MARKETING ENVIRONMENT ## 1. ENVIRONMENT - The marketing environment is the set of actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with customers. - In plain words: everything that affects an...

# UNIT 2 STRATEGIC MARKETING: MARKETING ENVIRONMENT ## 1. ENVIRONMENT - The marketing environment is the set of actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with customers. - In plain words: everything that affects and can be affected by the marketing department. ## 2. MICROENVIRONMENT - Actors and forces that are close to the marketing department that affect its ability to serve its customers. ### INTERNAL ENVIRONMENT: (Company) - Companies are systems. - **Top management** sets the company's mission, objectives, broad strategies and policies. - **Finance** finds and allocates funds to implement the marketing plan. Finance is important. - **R&D** designs safe and attractive products. You need the product to be good, and it does that. - **Purchasing** gets supplies and materials. - **Operations** produces the desired quality and quantity of products. - **Accounting** provides measures of costs and revenues. From marketing point of view, accounting is interesting for price setting. You need to know how much it costs to produce the product to know what price to charge, and that is what accounting does. - Departments don't really like changes, but the sales one wants new products, new research and development to make price lower, etc. - **SUPPLIERS** - Prices of the products can increase because the price of materials are rising. **Intermediaries** - Firms that help promoting, selling, and distributing to final buyers. Resellers. - **Resellers** - Wholesalers and retailers. Buy and sell without transformation - **Physical distribution firms** - Warehousing and transportation. - **Marketing services agencies**: - Market research, advertising, promotion... - **Financial intermediaries**: - Banks, credit companies, insurance. Only forward. **Customers** - The customer buys whatever and uses it. - The customer buys to make and sell it. - The store buys the water and resells it as it arrives - The public administration buys to incorporate in the production of public services. - Importers that distribute in a specific country. **Competitors** - Analysis of competitors is one of the keys to understand the success of a company. - **Positionings against competitors' offerings.** **Publics** - Brands have financial needs. - Companies aim to have good, fluent relations with media publics. - Mercadona has a policy for unloading trucks. - Internal marketing: how you can have fluent relationships with your employees. ## 3. MACROENVIRONMENT - Larger societal forces that affect not only one specific brand, but everyone in the market. - **Demographic Environment:** - Involves people... and markets are made up of people. - **Population Growth Trends:** - **Changes on the family composition:** - **Economic Environment:** - Affects the money you have and how willing you are to spend the money. - Factors affecting purchasing power and spending patterns. ## 4. CONCLUSION - The marketing environment is not uncontrollable. A proactive approach is of interest: - Trying to influence legislation - Trying to get press coverage - Keeping competitors in line - Partnering to better control distribution channels. *Important Note: This is a summary based on the text in the image. It does not contain all the details or specifics of the image. It only describes the main points. *