Microenvironment Part 2

Microenvironment Part 2
v. Public
Any group that has interest or impact on organizations’ or company’s
ability to achieve its objectives. There are seven types of public,
which we will discuss.
 Financial Public: This group affect to obtain funds such as banks
and shareholders etc.
 Media Public: This group carries news, features and opinion about
the products or company, includes magazines, newspaper and radio
etc.
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 Government Public: Marketers must consult the company lawyer on
issue of product safety or legal issue of company, these legal issue can
be raised by government.
 Citizen Action Public: Marketing decisions can be questioned by
environmental groups, NGO and by minority, such as Indian customer
ban on Mc Donald beef and poke burger.
 Local Public: This group involved neighborhood resident and
community near organization. This group complain about company’s
activities.
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 General Public: These are common people, Marketers need to concern

general public perception (‫)خی)ال‬, attitude (‫ )رویہ‬and opinion (‫)رائے‬

about product. Public image matters.
 Internal Public: Public within company such as workers, managers and
board of directors, their abilities and skills may affects the marketing
ability to serve the customers.
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vi. Customer
Someone who purchase goods and services. Within customer, we
have different customer markets.
 Consumer Market: Who purchase goods and services for own or
family use.
 Business Market: Who purchase goods and services for production
process to earn profit.
 Reseller Market: Who purchase goods and services to resell them to
earn profit, such as retailer.
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 Government Market: Government agencies who purchase goods and
services for public service.
 International Market: Consist of above four buyer or purchaser but at
international level, such as you purchase product from outside for you
own use, or for production process, or to resell it or for public service.