Chapter 3

Micro-Environment
Company's core marketing system are suppliers,the company(no shit!),marketing intermediaries,customers,competitors and set of publics.

The Marketing Department:Develop market plans for all products & brands as well as developing new ones to profit,serve,and satisfy all specific needs of a chosen target market.They work with the other management groups within the company.This constitutes micro-environment.

Suppliers:Firms/individuals that supply resources to companies. Raw materials, supplies, stores,power, fuel, equipment, and other factors of production.

Factors of Supplier Development:Price Fluctuates,Quality changes,delivery times,short supplies,warranties and so forth.

Marketing Intermediaries:Middlemen,physical distribution firms, marketing service agencies and financial intermediaries.They constitute marketing intermediaries which have direct/close influence on all market operations

Middlemen:Agents,brokers and manufacturer reps.They find customers & negotiate contracts.Wholesalers,retailers and other resellers buy and resell goods.
5 Types Of Customer Markets:
Consumer,Industrial,Reseller,Govt.(Non-Profit), & International

Competitors:Those who will compete with you to capture and maintain customer loyalty.
The Aspects include:
Competitive Basis
Choices for customers
Direct Vs Indirect Competition
Relation of Supply & demand trends in the market
Company's market-size and strength position

Publics:Any group that has actual/potential impact on a company's ability to reach objectives.

Financial:Banks, stock-broking firms, investment banks. Mobilize funds for operations and investments
Media:Newspapers,Magazines, radio & tv. Create goodwill/image
Govt.:Govt. Departments and institutions influence formulation of marketing plans
Citizen Action: Consumer Organizations, forums, environmentalists. Question Marketing practices
General: Public's attitude and perception on the company's image affects patronage
Internal:Board of directors,managers, all employees.

Macro environment.
Demographic, Economic , Natural , Technological, Political , Cultural.