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Marketing- Customer Relationship

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Marketing- Customer Relationship
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
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