MICRO ENVIRONMENT

"The microenvironment consists of the actors close to the company that affect its ability to serve its customer - the company, suppliers, marketing intermediaries, customers markets, competitors and publics."
• Discussion on Micro Environment:
Marketing management job is to build relationship skills with customers by creating customer's value and satisfaction. However. Marketing managers cannot do this alone. Marketing successs with require working closely with other company departments surprliess marketing intermediaries, customers, competitors and various publics which combine to make up the company's value delivery network.
[Marketing]<
Marketing is intermediaries
Customers
Competitors
Publics
Suppliers
The company
* Figure: Actors in the micro environment
• The company: In designing plans, marketing management takes other company groups into account-group such as top managemu, finance, research and development, purchasing operations and accounting. All these departments have an impact on the marketing departments plans and actions. So, marketers should work in harmony to provide superior customer value and satisfaction.
[Marketing]<
Research & Development
Purchase
Producer
Accounting
Finance
High Mgt.
• Suppliers: Most marketers today treat their suppliers as partners in creating and delivering customer value. Suppliers provide the resources needed by the company to produce its goods and services. Supplier problems can seriously affect marketing. Rising supply costs may force pride increases that can harm the company's sales volume. So a market has to consider suppliers seriously.
• Marketing intermediaries: Marketing intermediaries help the company to promote, sell and distribute its goods to final buyers. They include resellers, physical distribution, firms marketing services agencies and financial intermediaries.
• CUSTOMERS:
The company needs to study five types of customer markets closely. These five market closely. These five market are-
[COMPANY]
>Consumer Markets
>Business Markets
>Reseller Markets
>Govt. Markets
>International Markets
Each market type has special characteristics that call for careful study by the seller.
>Consumer Market is consist of those firms who buy the product for personal or family use.
>Business Market consist of those firms who bought products for producing another products or service.
>The market who bought product for re-selling is called Re-sell Market.
>Government Market is consist of those government corporation or department who bought product is called Government Market.
>When foreign consumer, foreign producer, foreign re-seller consis those market is called International Market.
>Institutional Market is consist of those institution such as- hospital, school, college, university is called institutional market.
• Competitors: No single competitive marketing strategy is best for all companies. Each firm should consider its own size and industry position compared to those of its competitors.
• Publics: The company's marketing environment also includes various publics. A public is any group that has an actual or potential interest in or an organization's ability to achieve its objectives. We can identify seven types of publics.
Government Publics
Citizen-action Publics
Local Publics
General Publics
Internal Publics
Media Publics
Financial Publics