Figure 3.1 Actors In The Microenvironment

Discuss bow companies cars react to the marketing environment.

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Marketing environment

The actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers.

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.

Macroenvironment

The larger societal forces that affect the microenvironment—demographic, economic, natural, technological, political, and cultural forces.

Author I The microenvironment Comment | includes all of the actors close to the company that affect, positively or negatively, its ability to create value for and relationships with its customers.

A company's marketing environment consists of the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers. Like Xerox, companies constantly watch and adapt to the changing environment.

More than any other group in company, marketers must be the environmental trend trackers and opportunity seekers. Although every manager in an organization needs to observe the outside environment, marketers have two special aptitudes. They have disciplined methods—marketing research and marketing intelligence—for collecting information about the marketing environment. They also spend more time in customer and competitor environments. By carefully studying the environment, marketers can adapt their strategies to meet new marketplace challenges and opportunities.

The marketing environment is made up of a microenvironment and a macroenvironment. The microenvironment consists of the actors close to the company that affect its ability to serve its customers—the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. The macroenvironment consists of the larger societal forces that affect the microenvironment—demographic, economic, natural, technological, political; and cultural forces. We look first at the company's microenvironment.

The Company's Microenvironment <PP9o-93>

Marketing management's job is to build relationships with customers by creating customer value and satisfaction. However, marketing managers cannot do this alone. # Figure 3.1 shows the major actors in the marketer's microenvironment. Marketing success will require building relationships with other company departments, suppliers, marketing

In creating value for customers,' marketers must partner with other firms in the company's value delivery network. For example, Lexus can't create a high-quality ownership experience tor its customers unless its suppliers provide quality parts and its dealers provide high sales and service quality.

Apple Consumer Behavior

f \ Customers are the most important actors in the company's microenvironment. The aim oi the entire value delivery system is to serve target customers and create stronq relationships with them,

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Responses

  • DEMET
    What consist of the broadr forces that affect the actors in the microenviroment?
    6 years ago
  • Fesahaye
    Who are the actors in the microenvironment?
    3 years ago
  • Polo
    What are the major actors in the microenvironment?
    3 years ago
  • Jani Fr
    What are the actors in the microenvirnment?
    3 years ago
  • Michelle
    How companies can react to the actors in the micro environment?
    3 years ago
  • Leah
    What is microenvironment in marketing?
    2 years ago
  • Furuta
    Who are the major players in a company's microenvironment Explain the role that each actor plays.?
    11 months ago
  • yonatan
    How do microsoft relate to marketing intermediaries actors in microenvirnment?
    8 months ago
  • Heikki
    Which of the following correctly lists the actors in a​ company's microenvironment?
    8 months ago
  • david
    What are the major actors in the marketer's microenvironment?
    4 months ago

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