| Political environment
Political decisions influence in a multiple way. Authorities in every market want to
protect companies from each other
protect consumers from unfair business practices and
protect the interests of society against unbridled business behavior
and their implications will continue to be an important factor in business. Since this area can not be predicted; organizations have to carefully adapt the necessary measures.
MICROENVIRONMENT
Every company beside the external environment have to understand their internal as well. The core marketing system of the company contains the suppliers / company / marketing intermediaries / customers chain. Kotler also argues that the companies success by two additional groups; competitors and publics.
Company
Every organisation is a society in a mini scale all the departments have their impact in the final plans and actions. The effective co - ordination is the key point for the best results.
Suppliers
Any development in the «supplier» environment can have a substantial effect on the company’s operation. Can you imagine a car repair shop without any spare parts? Supply shortages for any reason ( labour strikes) can cause great damages . Two scenarios are involved in this case , a Just In Case (JIC) supply system where you have stock in case you need it and Just In Time (JIT) where you order the stock at the time you need it.
marketing intermediates Intermediaries include middlemen, physical distribution firms marketing. Service agencies and financial intermediaries.
middlemen are all these that help the company find customers or close sales. There are two types agent middlemen and merchant middlemen.
physical distribution firms assist the company in stocking and moving goods .
marketing agencies such as marketing research firms, advertising agencies, media firms and marketing consulting firms, assist the company in targeting and promoting its products.
financial intermediaries include banks, credit companies, insurance companies finance or insure risk connected with goods and services.
Customers
There are five types of consumer markets
I. Consumer markets
II. Industrial market
III. Re seller market
IV. Government and nonprofit markets
V. International market
finally competitors can be analysed into four types
Desire competitors
form competitors
brand competitors
A basic observation about the task of competing effectively is involved in four basic dimensions the 4 Cs
Customer
Channel
Competitors and the
Company characteristics
at the end publics is any group that has an actual or potential interest or impact on a company’s ability to achieve the goods.
Every company faces several important publics
Financial public
Media publics
Government publics
Citizen action
Internal public
SUMMARY
The basic environmental factors were described in the chapter Macro and micro factors were analysed and their importance was identified s they are closely connected with every business operation
Revision about lesson1
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