Marketing Microenvironment

El microentorno del marketing incluye la empresa, los proveedores y los intermediarios de marketing. El entorno interno de la empresa involucra la colaboración entre departamentos como investigación y desarrollo, finanzas y recursos humanos, que apoyan las actividades de marketing. Los proveedores ofrecen materias primas y servicios necesarios para la producción, y su estabilidad y calidad afectan directamente el rendimiento del producto. Los intermediarios de marketing, como distribuidores, minoristas y empresas logísticas, ayudan a llevar el producto al consumidor. Comprender estos componentes del microentorno permite a las empresas desarrollar mejores estrategias de marketing y adaptarse a los cambios del mercado.

Editado a las 2023-10-12 18:53:09,

sandy

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Marketing Microenvironment

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Marketing Microenvironment

The Company

In designing marketing plans, marketing management takes other company groups into account—groups such as top management, finance, research and development (R&D), information technology, purchasing, operations, human resources, and accounting. All of these interrelated groups form the internal environment. The Company share the responsibility for understanding customer needs and creating customer value.

Suppliers

Suppliers form an important link in the company’s overall customer value delivery network. They provide the resources needed by the company to produce its goods and services. Supplier problems can seriously affect marketing. Supplier problems can seriously affect marketing.

Marketing Intermediaries

Marketing intermediaries help the company promote, sell, and distribute its products to final buyers. They include resellers, physical distribution firms, marketing services agencies, and financial intermediaries. Today’s marketers recognize the importance of working with their intermediaries as partners rather than simply as channels through which they sell their products.

Competitors

The marketing concept states that, to be successful, a company must provide greater customer value and satisfaction than its competitors do. Thus, marketers must do more than simply adapt to the needs of target consumers. There are winning strategies for large firms, but there are also losing ones. And small firms can develop strategies that give them better rates of return than large firms enjoy.

Customers

There are winning strategies for large firms, but there are also losing ones. And small firms can develop strategies that give them better rates of return than large firms enjoy. There are five types of customer markets and these are: Consumer markets, Business markets, Reseller markets, Government markets, and International markets.

Publics

There are winning strategies for large firms, but there are also losing ones. And small firms can develop strategies that give them better rates of return than large firms enjoy. There are seven types of publics and these are: Financial publics, Media publics, Government publics, Citizen-action publics, Internal publics, General publics, and Local publics.

Financial publics. This group influences the company’s ability to obtain funds. Banks, investment analysts, and stockholders are the major financial publics.

Media publics. This group carries news, features, editorial opinions, and other con-tent. It includes television stations, newspapers, magazines, and blogs and other social media.

Government publics. Management must take government developments into account. Marketers must often consult the company’s lawyers on issues of product safety, truth in advertising, and other matters.

Citizen-action publics. A company’s marketing decisions may be questioned by consumer organizations, environmental groups, minority groups, and others. Its public relations department can help it stay in touch with consumer and citizen groups.

Internal publics. This group includes workers, managers, volunteers, and the board of directors. Large companies use newsletters and other means to inform and mo-tivate their internal publics. When employees feel good about the companies they work for, this positive attitude spills over to the external publics.

General public. A company needs to be concerned about the general public’s attitude toward its products and activities. The public’s image of the company af-fects its buying behavior.

Local publics. This group includes local community residents and organizations. Large companies usu-ally work to become responsible members of the local communities in which they operate.

Sandy Zhang Marketing 10-A Professor: Keysha Demera October 13, 2023