Understanding the marketplace and customer needs and wants

First step in the marketing process

 MICROENVIRONMENT- actors close to the company
Firms that help the company Customers are the most important
topromote, sell, and distribute its actors in the companys
goods to final buyers. They include: microenvironent. The aim of the
Resellers entire value delivery system is to
Physical distribution firms serve target customers and create
Marketers must gain strategic
Marketing services agencies strong relationships with them
advantage by positioning their
Financial intermediaries
offerings strongly against the
competitors offerings in the minds
In creating value for customers, of consumers.
marketers must partner with other
firms in the companys value
delivery network Any group that has an actual or
potential interest in or impact on an
organizations ability to achieve its
Marketers must work in harmony
objectives. Seven types:
with other departments to create Financial publics
customer value and relationships. Media publics
They set the mission, objectives, Government publics
broad strategies and policies. Citizen-action publics
Local publics
General publics
Internal publics
 MACROENVIRONMENT- larger societal force
The physical environment and
the natural resources that are
needed as inputs by marketers
or that are affected by marketing
activities.
Today, maketers are developing
strategies and practices that
support environmental
sustainability.
Economic factors that affect
consumer purchasing power
and spending power.
Industrial economies
Subsistence economics
Developing economies
Forces that create new
technologies, creating
new product and market
oppurtunities.
Laws, government agencies, and
pressure groups that influence
and limit various organizations
and individuals in a given society.
Socially Responsible Behavior
Cause related marketing

Institutions and other forces

The study of human that affect societys basic
populations in terms of size, values,perceptions,preferen
density, location, age, gender,
-ces,and behaviors.
race, occupation, and other
statistics.