Mkt420

PRESENTED BY :HANIS AFIQAH BINTI

IDRUS(2012596095)

MKT420MARKETING ENVIRONMENT

THE MICRO ENVIRONMENT

What is Micro Environment ???

Micro environment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.

1.The Company

Marketing success requires building relationships with other company department.

Top management, finance, Research & Development, purchasing, operations, accounting.

2. Suppliers Suppliers are firms and

individuals that provide the resources needed by the company.

They are an important link in the company’s overall customer “value delivery system.”

3. Marketing Intermediaries

Marketing intermediaries are businesses that help the company to promote, sell, and distribute its goods to final buyers.

Marketing Intermediari

es

Reseller

Physical distribution

firms

Marketing service

agencies

Financial intermediar

ies

Marketing Intermediaries

Reseller• They are those who hold and sell

company’s product.• Wholesaler and retailer.

Physical Distribution Firm• They help the company to stock and

move goods from their points of origin to their destinations.

• Transportation and warehousing.

Contd…

Marketing Service Agencies• They help the company target and

promote its products.• Advertising agencies, Media firms,

marketing research firms, etc.

Financial Intermediaries• They help finance transactions and

insure against risks.• Banks, credit companies, insurance

company, ect.

4. Competitors

Provide greater customer value and satisfaction than its competitors do.

A marketer must monitor its competitors’ offerings to create strategic advantage.

5. Public

A public is any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives.

A company should prepare a marketing plan for all of their major publics.

Types of Public

1. Financial publics influence the company’s ability to obtain funds — banks, investment houses, and stockholders.

2. Media publics carry news, features, and editorial opinion—newspapers, magazines, radio and television stations.

3. Government publics influence product safety and truth in advertising

4. Citizen-action publics include consumer organizations, environment groups, and minority groups

5. Local publics include neighborhood residents and community organizations

6. General publics influence the company’s public image

7. Internal publics include workers, managers, volunteers, and directors

6. Customer

Customers are the actual buyer of our goods and services.

Managers must actively study five distinct categories of customer markets.

Customer Market• Made up of individuals and household units.

These customers buy products and services for their own personal use.

Consumer Market

• Purchase products and services that will be further processed or used in their own internal business processes.

Business Market

• Purchase products and services specifically to resell them to others for a profit.Reseller Market

• Government agencies that buy goods and services in order to produce public services or transfer them to those that need them

Government Market

• Buyers who reside in other countries. These buyers include consumers, producers, resellers and even governments.

International Market

APRIL 2011 (QUESTION 1)Discuss six (6) microenvironment forces that can affect a marketing decision making effort. (25 marks)

JANUARY 2013 (QUESTION 6)Marketers today would have to deal with various internal and external forces in order to maintain good and continuous relationship with their customers. Discuss the six (6) forces in the internal marketing environment that affects the company's decision. (25 marks)

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