Key and difficult points

3.3.1 Micro marketing environment

1) The definition of micro marketing environment.

Actors close to the company that affect its ability to serve its customers

2) Actors in the micro marketing environment

Figure 3.1 Actors in the Micro-environment

3) Functions of actors in the micro marketing environment

a. The company: other functional departments, value chain

b. The supply: upstream, partner, value delivery network

c. Marketing intermediaries: downstream, partner, value delivery network; three categories

d. Competitors: “right”, reference, precious lessons & experience

e. Publics: supervision, six categories

f. Customers: end-stream, five categories

3.3.2 Macro-marketing environment

1) The definition of micro marketing environment.

Larger societal forces that affect the microenvironment.

2) Forces in the micro marketing environment

Figure 3.2 Forces in the Macro-environment

3) Tendency and opportunities or threats of forces in the macro marketing environment

A. Demographic:

Study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. Opportunities: Changing age and family structures; Geographic population shifts; Educational characteristics; Population diversity

B. Economic: affect consumer purchasing power and spending patterns; opportunities or  

threats: Changes in consumer spending & Differences in income distribution

C. Natural: Physical environment and natural resources needed as inputs by marketers or

affected by marketing activities; Trends: Shortages of raw materials, Increased pollution, Increased government intervention

D. Technological: New technologies create new markets and opportunities; Threats:

government agencies investigate and ban potentially unsafe products.

E. Political: Forces that influence and limit various organizations and individuals in a society

of Laws, government agencies, and pressure groups; Trends: Socially responsible companies

actively seek out ways to protect the long-run interests of consumers and the environment.Companies develop policies, guidelines, and other responses to complex social responsibility issues.

F. Cultural: Institutions and other forces that affect society’s basic values, perceptions,

preferences, and behaviors; Trends: Persistence of cultural values, Shifts in secondary cultural values