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2 The factors and forces outside marketing that
affect marketing management¶s ability to
develop and maintain successful transactions
and relationships with its target customers.
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2 Jncludes:
2 Micro environment: Factors close to the
company that affect its ability to serve its
customers.
2 Macro environment: Larger societal forces that
affect the microenvironment.
2 Considered to be beyond the control of the
organization.
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2 The forces close to the company that affect
its ability to serve its customers - the
company, market channel firms, customer
markets, competitors and publics, which
combine to make up the firm¶s value delivery
system.
The Microenvironment

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2 Company¶s Jnternal Environment- functional areas such
as top management, finance, and manufacturing, etc.

2 Suppliers - provide the resources needed to produce


goods and services.

2 Marketing Jntermediaries - help the company to promote,


sell, and distribute its goods to final buyers.
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2 Customers - five types of markets that purchase a
company¶s goods and services.

2 Competitors - those who serve a target market with


similar products and services.

2 Publics - any group that perceives itself having an


interest in a company¶s ability to achieve its
objectives.
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2 The larger societal forces that affect the whole


microenvironment - demographic, economic, natural,
technological, political and cultural forces.
2 The company and all of the other actors operate in a
larger macro environment of forces that shape
opportunities and pose threats to the company.
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Úorldwide Population Growth

Population Age Mix

Ethnic Markets

Educational Groups

Household Patterns

Geographical Shifts in Population


   
  

    
Subsistence economies
Raw-material-exporting economies
Jndustrializing economies
Jndustrial economies

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2 ëemographic - monitors population in terms of age,
sex, race, occupation, location and other statistics.

2 Economic - factors that affect consumer buying


power and patterns.

2 Natural - natural resources needed as inputs by


marketers or that are affected by marketing activities.
   
  

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The Company¶s Macro environment

2 Technological - forces that create new product and


market opportunities.

2 Political - laws, agencies and groups that influence or


limit marketing actions.

2 Cultural - forces that affect a society¶s basic values,


perceptions, preferences, and behaviors.
     
  
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