Marketing environmentThe companys microenvironment

Microenvironment factors:Suppliers

Microenvironment factors:2. Intermediaries:Middlemen (wholesalers and retailers)Physical distribution firms (warehouses, transportation firms)Financial intermediariesMarketing services agencies

Microenvironment factors:3. Customers:

Microenvironment factors:4. Competitors

Microenvironment factors:5. Publics:Media publicsFinancial publicsGovernment publicsCitizen-action publics

Macroenvironment factors:Demographic factors:- Include peoples vital statistics, such as age, race, gender, ethnicity and location.

Macroenvironment factors:2. Economic factors. The three economic areas of greatest concern are:Income distribution and purchasing power of consumers

Macroenvironment factors:Recession a period of economic activity characterized by negative growth, which reduces demand for goods and services.

Recession requires different marketing strategies:- Improve existing products and introduce new ones, the goal is to reduce production hours, waste and cost of production.

Economic factors:Maintain and expand customer services sales of replacement parts and other services may become an important source of income.Promote product value: customers will seek demonstrated quality, durability, satisfaction and capacity to save time and money.

Macroenvironment factors:3. Technological factors4. Cultural factors: Persistence of cultural values, lifestyles, cultural values and attitudesSubculturesShift in cultural valuesThe role of families etc

Macroenvironment factors:5. Natural resources:Shortages of raw materialsIncreased cost of energyIncreased level of pollutionGovernment intervention in natural resource management

Macroenvironment factors:6. Political and legal factors:The general political climate of societyThe nature of political organizationsLegislation regulating businessRegulatory agencies etc