CHAPTER 3

Topic : my company => analysis micro and macro

I. Microenvironment : directly
1. Company
- cấu trúc cty such as : mkt department, finance
department, sales department,… (những cái này
link với nhau), tìm kiếm inf của từng department
2. Suppliers : provide the resource needed by the
company to produce its goods
- tim 1 vai supplier cuar cty : mission, tsao dong vai
tro quan trong trong cty
3. Mkt intermediaries : help cpny to promote, sell,
distribute its product to final buyer
- reseller : are distribution channel firms that help
cpny find customer or make sales to them(include
wholesaler and retailers) chap 7 more detail
- physical distribution
- mkt services agencies : help promote product to
right market, help cpny target
- financial intermediaries : banks, credit/insurance
cpny help finance transaction or insure against the
risk associated w the buying and selling
4. Competitor’s microenvironment :
- direct competitor : same your company => find
loi the canh tranh cua minh
5. Public’s micro
- financial
- media
- government
Citizen-action
- local
- general
- internal public : wworker, manager, volunteer,..
6. Customer’s micro : poitrait customer
My cpny focus on ?
- consumer
- business buy goods and service lam nguyen lieuj
sx
- reseller
- government buy goods and service to produce
public service:
- international market : buyer in other countries
II. Macro
1. Demography : the study of human populations
in term ofs size, density, location, age, gender,
race, occupation, and other statistics
2. Economic : consists of factors that affect
consumer purchasing power and spending
patterns (mua sam va xu huong tieu dung)
3. Natural : involve the nautural resources that are
needed as inputs by marketers or that are affected
by mkt environment
+ trends of raw materials : shortage of raw
materials, increased pollution, increased
government intervention
+ companies are developing environmentally
sustainable strategies
4. Technological : the most dramatic force now
shaping our destiny
5.