Chapter 3 Analyzing The Marketing Environment-Chapter 3 E (A) PDF
Chapter 3 Analyzing The Marketing Environment-Chapter 3 E (A) PDF
Chapter 3 Analyzing The Marketing Environment-Chapter 3 E (A) PDF
ENVIRONMENT
Chapter 3
Chapter Three Outline
Marketing Environment
The Company’s Microenvironment
The Company
Suppliers
Marketing intermediaries
Competitors
Publics
Customers
Top management
Finance
R&D
Purchasing
Operations
Accounting
Marketers must work with other departments in the company and make decisions that
support the strategies and plans of top management.
Class Exercise
Explain why the marketing department needs other
departments and top management.
The Company’s Microenvironment
Suppliers
Help the company to promote, sell and distribute its products to final buyers.
Resellers: Are distribution channel firms that help the company find customers or make sales
to them. Example: Wholesalers and retailers.
Physical distribution firms: Help the company stock and move goods. Example:
Transportation and warehousing companies.
Financial intermediaries: Insure the risk that is connected with buying and selling of goods.
Example: banks and insurance companies.
Examples of Retailers in Jordan
Retailers:
Carrefour
Safeway
Smart Buy
Leaders
Abu Shakra
Hamleys
The Company’s Microenvironment
Competitors: Those who serve a target market with similar
products and services
A company must gain strategic (competitive) advantage against
these organizations.
Five types of customer markets that purchase a company’s goods and services are
Consumer: Are people who buy goods and service for their personal use.
Business: Buy goods and services for further processing our use in the their
production processes.
Government : Government agencies that buy goods and services to produce public
services or transfer the goods and services to others who needs them.
Marketers pay attention to trends and consumer spending patterns across and
within their world markets.
.
Types of economies:
:
Industrial economies: Are richer markets for many different kinds of products.
Firms who require these scarce resources face large cost increases.
The Natural Environment
Increased pollution-Industries will almost always damage the
quality of the natural environment.