Micro environment means the environment with in the organization/company which is totally under the control.
a. The company itself (including departments).
c. Marketing channel firms (intermediaries).
d. Customer markets.
1. The Company’s Microenvironment
a. The Company
The first factor is the company itself
1). Top management is responsible for setting the company’s mission, objectives, broad strategies, and policies. 2). Marketing managers must make decisions within the parameters established by top management. 3). Marketing managers must also work closely with other company departments. Areas such as finance, purchasing, manufacturing, and accounting all produce better results when aligned by common objectives and goals. 4). All departments must “think about superior customer value and satisfaction” if the firm is to be successful. b. Suppliers
Suppliers are firms and individuals that provide the resources needed by the company to produce goods and services. They are an important factor in the company’s overall customer “value delivery system.” So marketing system of company must
1). watch supply availability
2). And monitor the price trends of key inputs.
c. Marketing Intermediaries
Marketing intermediaries are firms that help the company to promote, sell, and distribute its goods to final buyers. Resellers are distribution firms that help the company find customers and make sales to them. These include wholesalers and retailers. Resellers often perform their tasks more cheaply than the company can perform by itself. Physical distribution firms help the company to stock and move goods from their points of origin to their destinations. Example warehouses. Marketing service agencies (such as marketing research firms, advertising agencies, media firms, etc.) help the company to promote its products. Financial intermediaries (such as banks, credit companies, insurance...
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