Microenviroment - The actors close to the company that affect its ablilty to serve its customers - the company, suppliers, marketing intermediaries, customer markets, competitors, and publics
Macroenviroment -The larger societal farces that affect the microenviroment-demographic, economic, natural, technological, political, and cultural forces.
Market Intermediaries - Firms that help the company to promote, sell, and distribute its goods to final buyers; they include resellers, phusical distribution firms, marketing service agencies, and financial intermediaries.
All of these departments working for the same goal
Reasearch and Developement
Suppliers Need to suply the product in a speedy manor.
1) Consumer Markets
2) Business Markets
3) Government Markets
4) International Markets
Diagram on page 107
Competitors (example. Coke and Pepsi)
Public - Any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives.
1) Finacial Publics - These Publics influence the company's ability to abtain funds. Banks, investment houses, and stockholders are the major fiancial publics.
2) Media Publics - These include newspapers, magazines, and radio and television stations that ment houses, and stockholders are the major financial publics.
3) Government Publics - Management must take government developements into account. Marketers must often consult the company's lawyers on issues of product safety, truth in advertising, and other matters.
4) Citizen-action Publics - A company's marketing decisions may be questioned by consumer organizations, enviromental groups, minority groups, and others. Its public relations department can help it stay in touch whith consumer and citizen groups.
5) Local Publics - These include neighborhood residents and community organizations. Large companies usually appoint a community relations officer to deal with the community, attend meetings, answer, questions, and contribute to worthwhile causes.
6) General Publics - A company needs to be concerend about the general public's attitude toward its products and activities. The publics image of a company affects its buying.
7) Internal Publics - These include workers, managers, volunteers, and the board of directors. Large companies use newsletters and other means to inform and motivate their iternal publics. When emplyees feel good about their company, this positive attitude spills over to external publics.
The Company's Macro Enviroment
Demographic - The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.
Baby Boomers - The 78 million people born during the baby boom, following WWII and lating until the early 1960's
Generation X - The 45 Million people born between 1965 and 1976 in the "birth dearth" following the baby boom
Generation Y - The 72 Million children of the baby boomers, born between 1977 and 1994.
* The tipical aspects of a family in the 50's in no more. Now it is more towards divorced and or single parents.
The geographic shift - The shift in where people live has also caused a shift in where they work, creatig a booming SOHO (small office/home office) market.
There are an increased number of people with a high school and college education. Because of this jobs will be harder to find. Learning a second language and or interning to gain experience would help you to get a better job in the corporate world.
We used to be called the melting part but now we are called the salad bowl. (example of different adds on page 119)
You have companies that are focusing on gays and lesbians, (120) disabilities with the euro van. 1 trillin in the disibility market
Economic Enviroment - Factors that affect consumer buying power and spending patterns.
Natiural Enviroment - Natural resources that are needed as inputs by maerketers or that are affected by marketing activities.
The government is focusing on littering and enforcing fines
Technological Enviroment - Forces that create new technologies, creating new product and market opportunities.
Political Enviroment - Laws, government agencies, and pressure groups tha tinfluence and limit various organizations and individuals in a given society.
Cultural Enviroment - Institutions and other forces that affect society's basic values, perceptions, preferences, and behaviors.