Marketing- Customer Relationship

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September 29, 2012

Customer Relationship Mangement

Chapter 3

The Marketing
Marketing
Environment
N.Karami

1

Learning Objectives
Understand environmental actors and forces
Learn how demographic and economic
factors affect marketing
Identify trends in the firm’s natural and
technological environments
Explore key changes in political and cultural
environments
Realize how companies react to the
marketing environment
2

1

N.Karami ,Marketing 2012

September 29, 2012

Customer Relationship Mangement

The Marketing Environment
The actors and forces
outside marketing that affect
marketing management’s
marketing management’s
ability to build and maintain
successful relationships with
target customers

Marketing
Environment

Larger societal
forces

The actors close
to the company

Macroenvironment

Microenvironment

3

The Marketing Environment
Demographic
Company

Economic

Cultural
Publics

Company

Competitors

Political

Suppliers
Customers

Intermediaries

Natural

Technological
4

2

N.Karami ,Marketing 2012

September 29, 2012

Customer Relationship Mangement

The Company’s Microenvironment
(1)
Actors
The company
Suppliers
Marketing
intermediaries
intermediaries
Customers
Competitors
Publics

Marketing must consider
must consider
other parts of the
organization including
top management,
finance, R&D,
purchasing, operations
and accounting
Marketing decisions
must relate to broader
company goals and
strategies

5

The Company’s Microenvironment
(2)
Actors
Actors
The company
Suppliers
Marketing
intermediaries
intermediaries
Customers
Competitors
Publics

Provide resources
needed to produce goods
and services
Marketers must watch
supply availability and
pricing
Effective partnership
partnership
relationship management
with suppliers is essential

6

3

N.Karami ,Marketing 2012

September 29, 2012

Customer Relationship Mangement

The Company’s Microenvironment
(3)
Actors
The company
Suppliers
Marketing
intermediaries
intermediaries
Customers
Competitors
Publics

Help to promote, sell and
to promote sell and
distribute its goods to final
buyers
Include resellers, physical
distribution firms,
marketing services
agencies and financial
agencies and financial
intermediaries
Effective partner
relationship management
is essential

7

The Company’s Microenvironment
(4)
Actors
The company
Suppliers
Marketing
intermediaries
Customers
Competitors
Publics

The five types of
five types of
customer markets
Consumer
Business
Reseller
Government
International

8

4

N.Karami ,Marketing 2012

September 29, 2012

Customer Relationship Mangement

The Company’s Microenvironment
(5)
Actors
The company
Suppliers
Marketing
intermediaries
intermediaries
Customers
Competitors
Publics

Those who serve a
who serve
target market with
similar products and
services
Conducting competitor
analysis is critical for
success of the firm
success of the firm
A marketer must
monitor its competitors’
offerings to create
strategic advantage

9

The Company’s Microenvironment
(6)
Actors
The company
Suppliers
Marketing
intermediaries
intermediaries
Customers
Competitors
Publics
10

5

A group that has an
actual or potential
interest in or impact on
an organization
Seven publics include:
Financial
Media
Government
Local
General
Internal
Citizen-action
groups

N.Karami ,Marketing 2012

September 29, 2012

Customer Relationship Mangement

The Company’s
Macroenvironment (1)
Forces
1. Demographic
2. Economic
3. Natural
4. Technological
5. Political
6. Cultural
11

The study of human
study of human
populations in terms of
size, density, location,
age, gender, race,
occupation and other
statistics
Marketers track
changing age and
changing age and
family structures,
geographic...
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