Chapter 4 Assignment

Name: Abdelmessih Ashraf Sobhy
ID: 20211169
Course: Intro. To Marketing
1. Who are the major players in a company's
microenvironment? Explain the role each major
actor plays?
The major players in a company’s microenvironment are:

1)The Company.
2)Suppliers.
3)Marketing Intermediaries.
4)Competitors.
5)Publics &
6)Customers
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), purchasing,
operations, and accounting. All of these interrelated groups form the
internal environment. Top management sets the company’s mission,
objectives, broad strategies, and policies. Marketing managers make
decisions within the strategies and plans made by top management.
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. Marketing managers must watch supply
availability and costs. Supply shortages or delays, labor strikes, and other
events can cost sales in the short run and damage customer satisfaction in
the long run.
Rising supply costs may force price increases that can harm the company’s
sales volume.
Marketing intermediaries- They help the company promote, sell, and
distribute its products to final buyers. They include resellers, physical
distribution firms, marketing services agencies, and financial
intermediaries.
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. They also must gain strategic advantage by
positioning their offerings strongly against competitors’ offerings in the
minds of consumers.
Publics- The Company’s marketing environment also includes various
publics. A public is any group that has an actual or potential interest in or
impact on an organization’s ability to achieve its objectives.
We can identify seven types of publics:
1)Financial publics.
2)Media publics.
3)Government publics.
4)Citizen-action publics.
5)Local publics.
6)General publics.
7)Internal publics.
2. In a short essay, differentiate between the basic

marketing intermediaries?
These groups help the company to promote, sell, and distribute its goods
and services to final buyers.
Resellers: are distribution channel firms that help the company find
customers or make sales to them.
Physical distribution: firms help the company to stock and move goods
from their points of origin to their destinations.
Marketing service agencies: are the marketing research firms, advertising
agencies, media firms, and marketing consulting firms that help the
company target and promote its products to the right markets.
Financial intermediaries: include banks, credit companies, insurance
companies, and other businesses that help finance transactions or insure
against the risks associated with the buying and selling of goods.
3. Explain the impact of the baby boomers, Generation
Xers, and Millennials on today's marketing
strategies?
Baby boomers
Years born: 1946-1964
Characteristics: Baby boomers grew up in a post-war time of economic growth.

Given their age and time in the workforce, they have the most purchasing power
and discretionary income. Baby boomers have lived much of their lives without
modern technology but have embraced it with the use of social media, mobile
devices and online shopping. They are motivated by good deals and can be loyal to
brands from which they buy.
Marketing strategies: Traditional advertising, such as print, radio and TV; loyalty
programs that drive toward in-store purchases and in-person interactions; and
social media as an entry point into brand or product research and easy online
shopping.
Most responsive to: Customer service and simplistic and easy-to-understand

content.
Generation X
Characteristics: Gen X is the smallest generation and grew up in a recession

period. They are cautious with money and are more skeptical of brands. This
generation is hesitant about change and innovation, preferring to stick with what
they know. Gen Xers respond well to nostalgia and word of mouth and reviews
from other users. They have also had modern technology for a good part of their
lives.
Marketing strategies: Traditional advertising; loyalty programs; word of mouth,

email and social marketing; and incentives, such as discounts, freebies and
coupons.
Most responsive to: Honest and clear messaging, clear paths to purchasing, email
marketing campaigns, customer service, offers and social media.
Millennials
Characteristics: Millennials -- also known as Generation Y -- were the first

generation to grow up with modern technology. It is the largest generation in
history, so brands must market to a wider audience to build a large customer base.
Millennials place importance on authentic brand messaging and seek out brands
that support social and environmental causes. This generation relies on user-
generated content and the value of word-of-mouth advertising. They prefer brands
that offer lower prices rather than price drops from offers and deals.
Marketing strategies: Multichannel, user-generated content, influencer

marketing, social media marketing and content marketing.
Most responsive to: Brands that support causes, social media marketing, reviews,
honest brands, price-to-value ratio and digital marketing.
4. What are the major trends in today's natural

environment? How do these trends affect companies?
Trends:
 Shortages of raw materials
 Increased pollution
 Increase government intervention
1. Shortages of raw materials: if your company makes products that require

scarce resources such as nonrenewable resources (oil, coal, various
minerals), you could face large cost increases making a marketing strategy
difficult.
2. Increased pollution: Disposal of chemical and nuclear wastes, mercury
levels in the oceans, chemical pollutants in the soil and food supplies,
littering - industry damages the quality of the natural environment. This is a
hard hill to climb to promote products to consumers thus your marketing
strategy is very difficult.
3. Increased government intervention: Different countries have different
levels of involvement with respect to natural resource management. Some
vigorously pursue environmental quality while others do little about
pollution. There is hope, however, that companies will become more socially
responsible and that pollution will be reduced. These factors create
marketing strategies that bode well to the consumer.
5. Why is the technological environment such a

dramatic force in today's market?
Technology is all around us. Not only is it influential to advertising, but its
also crucial to gathering information about customers. Nowadays Google
tracks everything you do and the information is sold to companies who
want to know more about their customers. The way that marketing is
approached is so different than it was even ten years ago because of
technology,

Chapter 4 Assignment

Uploaded by

Copyright:

Available Formats

Chapter 4 Assignment

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Chapter 4 Assignment

Uploaded by

Copyright:

Available Formats

Name: Abdelmessih Ashraf Sobhy

The major players in a company’s microenvironment are:

2. In a short essay, differentiate between the basic

Years born: 1946-1964

Characteristics: Baby boomers grew up in a post-war time of economic growth.

Most responsive to: Customer service and simplistic and easy-to-understand

Years born: 1965-1976

Characteristics: Gen X is the smallest generation and grew up in a recession

Marketing strategies: Traditional advertising; loyalty programs; word of mouth,

Years born: 1977-1995

Characteristics: Millennials -- also known as Generation Y -- were the first

Marketing strategies: Multichannel, user-generated content, influencer

4. What are the major trends in today's natural

1. Shortages of raw materials: if your company makes products that require

5. Why is the technological environment such a

You might also like