/
Marketing 2 section1 The marketing Marketing 2 section1 The marketing

Marketing 2 section1 The marketing - PowerPoint Presentation

kittie-lecroy
kittie-lecroy . @kittie-lecroy
Follow
370 views
Uploaded On 2018-02-15

Marketing 2 section1 The marketing - PPT Presentation

environment is the actors and forces outside marketing that affect marketing managements ability to build and maintain successful relationships with target customers consist ID: 631558

company marketing firms goods marketing company goods firms services publics markets customer consist government management buy customers target ability

Share:

Link:

Embed:

Download Presentation from below link

Download Presentation The PPT/PDF document "Marketing 2 section1 The marketing" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.


Presentation Transcript

Slide1

Marketing 2

section1Slide2

The marketing

environment

:

is the

actors and forces outside

marketing that

affect marketing

management’s ability

to build and maintain

successful relationships

with target

customers.

consist

of both microenvironment

and a

macro

environment

Microenvironment

:

The actors close to the company

that affect

its ability to serve its

customers, the

company, suppliers,

marketing intermediaries

, customer

markets, competitors

, and

publics

.

Macro environment :

The larger societal forces that

affect the microenvironment—demographic, economic

, natural, technological,

political, and

cultural forces.Slide3
Slide4

The

Company

: in designing marketing plans ,marketing management should take other company groups into account ,this group such as top management , human resource management ,operation, research and development .

Suppliers :

those who provide the resources needed by the company to produce its goods and service. Marketing mangers should watch supply

aviability

and costSlide5

Marketing intermediaries

:

Firms that help the company to

promote, sell

, and distribute its goods to final

buyers

.they consist of :

* Resellers

:are distribution channel firms that help the company find the customer or make sales to them these include wholesalers and retailers who buy and resell product.

*

Physical distribution firms :

help the company stock and move goods from their points of origin to their destinations

*

Marketing services agencies

: are the marketing research firms ,advertising agencies ,media firms , marketing consulting firms that help the

company

target and promote its product to the right markets.

*

financial intermediaries

: include banks, credit companies, insurance companies ,and other businesses that help finance transaction or insure against the risks associated with the buying and selling of goods .

Slide6

*

Competitors

: in marketing , the 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 customers.Slide7

Public

: Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its

objectives

*

Financial publics

: this group influences the company’s ability to obtain fund like : banks, investment analysts, stockholders

*

Media publics

:this group carries news, features ,and editorial.

*

Government publics

: management must take government developments into account

*

Citizen- action publics

:

*

local publics

: like neighborhood residents and community organization

*

general public

*

internal public

: workers, mangers , volunteers ,and board of directors Slide8

Customers

: the aim of the entire value delivery network is to serve target customer and to create strong relation ship with them . The company customer may be one of the five type :

*

Consumer markets

: consist of individuals and households that buy goods and services for personal consumption.

*

Business markets

: buy goods and services for further processing or use in their production processes

*

Government markets

: consist of government agencies that buy goods and services to produce public services or transfer the goods and services to others who need them

*

International market

: consist of these buyers in other countries , including consumers, producers , resellers, and governments