18364622
Descripción
Mapa Mental por belen hermosilla, actualizado hace más de 1 año
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Creado por belen hermosilla
hace alrededor de 5 años
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Marketing Environment
- the actors and force outside marketing that affect marketing management's ability to build and maintain successful relationship with
target customers
- The macroenvironment
- the larger societal forces that affect the microenvironment
- demographic
enviroment
- is the study of human
populations in terms of
size,density, and others
statistics
- is the study of human
populations in terms of
size,density, and others
statistics
- economic
enviroment
- consists of economic
factors that affect
consumer purchasing
power and spending
patternws.The
economic enviroment
can offer both
opportunities and
threats.
- consists of economic
factors that affect
consumer purchasing
power and spending
patternws.The
economic enviroment
can offer both
opportunities and
threats.
- natural
enviroment
- natural resources
that are needed as
inputs by marketers
or that are affected
by marketing
activities.
- natural resources
that are needed as
inputs by marketers
or that are affected
by marketing
activities.
- technological
enviroment
- forces that create
new technologies,
creating new
product and
market
opportunities
- forces that create
new technologies,
creating new
product and
market
opportunities
- political enviroment
- groups that influence or limit
organazations and individuals
in a given society.
- groups that influence or limit
organazations and individuals
in a given society.
- cultural enviroment
- forces that affect a society's basic values, perceptions,
preferences, and behaviors. They absorb a worldview
that defines their relationship with others.
- forces that affect a society's basic values, perceptions,
preferences, and behaviors. They absorb a worldview
that defines their relationship with others.
- demographic
enviroment
- the larger societal forces that affect the microenvironment
- The microenvironment
- the actors close to the company that affect its ability to serve its customers
- company:
- marketers must work in harmony with
other company department to create
customer valve and relationship
- example: walmart's
marketers can't promise us
low prices unless ilais
operations deparlments
delivers low coast.
- example: walmart's
marketers can't promise us
low prices unless ilais
operations deparlments
delivers low coast.
- marketers must work in harmony with
other company department to create
customer valve and relationship
- suppliers
- supliers from an important link in
the company's overall customers
value delivery network. They
provide the resources needed by
the company to comany to
produce its goods and services.
- example: Toyotas
knows the
importance of
bulding close
relationship with its
supliers
- example: Toyotas
knows the
importance of
bulding close
relationship with its
supliers
- supliers from an important link in
the company's overall customers
value delivery network. They
provide the resources needed by
the company to comany to
produce its goods and services.
- marketing intermediaris
- firms that help the company to
promote, sell and distribute its
good to final buyers. They
include resellers, physical
distribution firms, marketing
services agencies, and financial
intermediaries.
- example: Lexus can't create a high-qualy
ownership experience for its customers
unless ils suppliers provide quality parts
and its dealera provide high sales and
services quality.
- example: Lexus can't create a high-qualy
ownership experience for its customers
unless ils suppliers provide quality parts
and its dealera provide high sales and
services quality.
- firms that help the company to
promote, sell and distribute its
good to final buyers. They
include resellers, physical
distribution firms, marketing
services agencies, and financial
intermediaries.
- customers
- are the most important actors in
the company's microenviroment.
- types: consumer
markets, business
markets, reseller
markets, goverment
markets, internacional
markets
- types: consumer
markets, business
markets, reseller
markets, goverment
markets, internacional
markets
- are the most important actors in
the company's microenviroment.
- competitors
- the mkt concept sates that to be
succesful, a company mast provide grater
customer value and satisfaction than its
competitors do.-
- example: in a competition situaciones, the two competing bussines are
indirect competitors. They contrast with direct competitors,who not only
target the same customer group, but also sell the same thing for examploe
pizza hut and dominos pizza, both sell pizza
- example: in a competition situaciones, the two competing bussines are
indirect competitors. They contrast with direct competitors,who not only
target the same customer group, but also sell the same thing for examploe
pizza hut and dominos pizza, both sell pizza
- the mkt concept sates that to be
succesful, a company mast provide grater
customer value and satisfaction than its
competitors do.-
- publics
- is any gruop that
has an actual,
impact on an
organization`s
ability to achieve
its objectives.
- example: financial publics,
media publics, government
publics, citizen action
publics, local publics,
general public, internal
public.
- example: financial publics,
media publics, government
publics, citizen action
publics, local publics,
general public, internal
public.
- is any gruop that
has an actual,
impact on an
organization`s
ability to achieve
its objectives.
- company:
- the actors close to the company that affect its ability to serve its customers
- The macroenvironment
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