'Marketing Environment Essay\r'

'The merchandising Environment Learning Objectives 1. Describe the surroundingsal forces that yarn-dye the partnership’s big businessman to serve its nodes. 2. Explain how changes in the demographic and economic environments affect selling decisions. 3. get word the major trends in the firm’s natural and technological environments. 4. Explain the primordial changes in the political and cultural environments. 5.\r\n question how companies privy react to the marketing environment. Chapter Overview In order to correctly identify opportunities and reminder threats, the ac attach to must(prenominal)iness begin with a thorough understanding of the marketing environment in which the firm operates. The marketing environment consists of all the factors and forces outside marketing that affect the marketing management’s ability to develop and maintain successful coincidence¬ships with its target customers.\r\nThough these factors and forces may inter polate depending on the specific company and industrial group, they can generally be divide into broad microenvironmental and macroenvironmental components. For most companies, the microenvironmental components ar: the company, suppliers, marketing channel firms (intermediaries), customer markets, competitors, and publics. The macroenvironmental components are notion to be: demographic, economic, natural, technological, political, and cultural forces.\r\nThe wise marketing manager knows that he or she cannot of all time affect environmental forces. Smart managers can take a proactive, rather than reactive, blast to the marketing environment. As a company’s marketing management collects and processes information on these environ-ments, it must be incessantly vigilant in its efforts to apply what it learns to evolution opportunities and dealing with threats. Studies have shown that excellent companies not only have a raw sense of customer but an gustation of the enviro nmental forces swirling around them.\r\nBy forever and a day looking at the dynamic changes that are occurring in the aforementioned environments, companies are cave in prepared to adapt to change, prepare long strategy, meet the needs of straight off’s and tomorrow’s customers, and compete with the concentrated competition present in the spherical marketplace. Chapter Outline 1. The companion’s Microenvironment The Company a. In designing marketing plans, marketing management takes other company groups into account. These interrelate groups form the internal environment. b. Marketing managers must work closely with other company departments.\r\nSuppliers c. Suppliers form an important link in the company’s overall customer value delivery system. d. Marketing managers must watch supply availability. They also monitor lizard the price trends of their key inputs. e. Most marketers today treat their suppliers as partners in creating and delivering c ustomer value. Marketing Intermediaries f. Marketing intermediaries help the company to promote, sell, and distribute its goods to final buyers. i. Resellers are distribution channel firms that help the company reveal customers or make sales to them. ii.\r\n'