Analyzing the Marketing Environment - The Microenvironment / The Macroenvironment
14 important questions on Analyzing the Marketing Environment - The Microenvironment / The Macroenvironment
Explain internal environment of a company?
What does the microenvironment consist of?
2. Suppliers
3. Distributors
4. Customer Market
5. Competitors
6. Publics
In the micro environment we also have 'public'. What is this and which 7 do we identify?
- Media
- Financial
- Government
- Citizen-action
- Internal
- General
- Local
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What is a reseller?
What does the macroenvironment consist of?
2. Political influences
3. Economic influences
4. Natural influences
5. Cultural influences
6. Technological influences
What are the four levels of competition we distinguish in the micro environment?
- Generic competition; beverage appliances
- Product class; category
- Product; form / type
What are physical distribution firms?
Managers decide their strategy based up on SWOT, marketing environment (PESTEL & Porter) and analysis among growth share (offering level). With which tool can you do the latter?
Stars; high growth share and high relative market share
Question mark; high growth share, but low relative market share
Cash cow: low growth share, high relative market share
Dog: low growth share and low relative market share
Name 2 examples of financial publics?
2. Financial analyst
Name 2 examples of media publics?
2. TV
What is important about competitors in the macroenvironment?
What kind of publics are there and what do they consist of?
2. Media publics (news)
3. Goverment publics
4. Citizen-action publics (environment groups, consumer organizations)
5. Local publics (neighborhood)
6. General publics
7. Internal publics (workers, managers, volunteers, and directors)
Name 2 citizin action publics?
2. Minority groups
What are the customers in the microenvironment?
2. Business markets (buy products or services for further processing or use in their production process)
3. Political markets (buy goods or services to produce public services or transfer these goods or services to people who need them)
4. Resellers (buy products to resell to make profit)
5. International markets (all of the above, but internationally)
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