MindMap Gallery The Marketing Environment
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The Marketing Environment
The Company MacroEnvironment
Demographic
Demography
Demographic environment
Demographic trends
Economic
Changes in income
Changes in customer spending partterns
Natural
Inputs by marketers
Shortages of raw materials
Increased pollution
Affected by marketing activities
Increased government intervention
Environmentally sustainable strategies
Green marketing
Technological
Rapid change
Provides new markets and new opportunities
Political
Legislation regulating business
Increasing legislation
Protect companies
Protect consumers
Protect the interests of society
Increased Emphasis on Ethics and Socially Responsible Actions
Cultural
Persistence of Cultural Values
Core beliefs and values
Secondary beliefs and values
Shifts in Secondary Cultural Values
People’s view of themselves
People’s view of organizations
People’s view of nature
The Company Microenvironment
The company
Top management
Finance
R&D
Purchasing
Operations
Accounting
Suppliers
Provide the resources to produce goods and services
Treated as partners to provide customer value
MKT Intermediaries
Resellers
Wholesalers
Retailers
Physical distribution firms
MKT services agencies
MKT research firms
Advertising agencies
Media firms
MKT consulting firms
Financial intermediaries
Banks
Creadit companies
Insurance companies...
Customers
Customer markets
Business markets
Reseller markets
Government markets
International markets
Competitors
Positioning products relative to competitors' services.
Consider industry size and position relative to competitors.
Publics
Financial publics
Media publics
Government publics
Citizen-action publics
Consumer organizations
Environment group
Minority group
Local publics
Neighborhood residents
Community organizations
General publics
Internal publics