2.Who are the major players in a company's microenvironment? Explain the role thateach actor plays.The major players in a company’s microenvironment are:1)The Company.2)Suppliers.3)Marketing Intermediaries.4)Competitors.5)Publics &6)CustomersThe Company- In designing marketing plans, marketing management takes othercompany groups into account—groups such as top management, finance, research anddevelopment (R&D), purchasing, operations, and accounting. All of these interrelatedgroups form the internal environment. Top management sets the company’s mission,objectives, broad strategies, and policies. Marketing managers make decisions within thestrategies and plans made by top management.Suppliers– Suppliers form an important link in the company’s overall customer valuedelivery network. They provide the resources needed by the company to produce its goodsand services. Supplier problems can seriously affect marketing. Marketing managers mustwatch supply availability and costs. Supply shortages or delays, labor strikes, and otherevents can cost sales in the short run and damage customer satisfaction in the long run.Rising supply costs may force price increases that can harm the company’s sales volume.Marketing intermediaries- Theyhelp the company promote, sell, and distribute itsproducts to final buyers. They include resellers, physical distribution firms, marketingservices agencies, and financial intermediaries.Competitors- The marketing concept states that, to be successful, a company must providegreater customer value and satisfaction than its competitors do. Thus, marketers must domore than simply adapt to the needs of target consumers. They also must gain strategicadvantage by positioning their offerings strongly against competitors’ offerings in theminds of consumers.Publics- The Company’s marketing environment also includes various publics. Apublicany group that has an actual or potential interest in or impact on an organization’s ability toachieve its objectives. We can identify seven types of publics:1)Financial publics.2)Media publics.3)Government publics4)Citizen-action publics.5)Local publics.6)General publics.7)Internal publics.is Show
Haem Savla (Discussion Questions Week 1)Customers- Customers are the most important actors in the company’smicroenvironment. The aim of the entire value delivery network is to serve targetcustomers and create strong relationships with them. The company might target any or all Upload your study docs or become a Course Hero member to access this document Upload your study docs or become a Course Hero member to access this document End of preview. Want to read all 5 pages? Upload your study docs or become a Course Hero member to access this document Marketing, Societal Marketing Concept, Haem Savla Which of the following is actor in a company's microenvironment?There are 6 actors existing in a microenvironment. They are: the company (itself), suppliers, marketing intermediaries, customer markets, competitors, and publics.
Who is the most important actors in your company's microenvironment?The most important actors in the company's microenvironment are its customers. The whole of value delivery network aims to engage the target customers and create strong relationships with them. There are five types of customer markets that companies might try to target.
Are firms and individuals that provide the resources needed by the company to produce its goods and services?Suppliers are firms and individuals that provide the resources needed by the company to produce its goods and services. 69.
Which actor in the microenvironment is often treated as a partner in creating and delivering customer value?Most marketers today treat their suppliers as partners in creating and delivering customer value. Marketing intermediaries help the company promote, sell, and distribute its products to final buyers.
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Which of following actor of the microenvironment provides the resources needed by the company to produce its goods and services?
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