Microenvironment

- Close with organization

- Affect the ability to serve

SPM 3C
- Supplier
- Public
- Marketing intermediaries
- Company
- Competitor
- Customer

1. Company
- Interrelated part form the internal environment
- All should work in harmony and think customer to create superior value and
relationship

2. Supplier
- Provides the resources that needed as input
- Marketing manager should make sure the supply is enough
- Shortage will cause :
a. Short run: costs sales
b. Long run : damaged the customer satisfaction
- So, partner relationship management is important to

3. Marketing intermediaries
- Promote, distribute and sell product to final buyers

Reseller Help company to find customers or make sales to them

Retailer / wholesaler
Physical distribution Stock and move goods from points of origin to points of
Warehousing / transportation destination
firm
Marketing service Help to target and promote product to right market
agency
Mkt research firm, advertising,
media firm
Financial intermediaries Help to finance transaction
Bank, insurance Protect against risk of buying and selling of good
4. Customer
Consumer Individual and household pay for personal consumption
Reseller Buy goods and service for resale at a profit
Business Buy for production processes
Government Buy for producing public services
International Buyers in other countries include above
Macro environment

1. Political forces
Gov develop public policy to guide commerce

Business legislation
Protect companies from each other
Protect consumers from unfair business practices
Protect interest of society from unrestrained business behaviour

Business is governed by written laws and regulations

Increasing legislation Changing gov agency enforcement

e.g. env protection , consumer privacy e.g. Consumer Product Safety
Commission

Business is governed by social codes and rules of ethics

Socially responsible behaviour Cause-related marketing
- Marketers are responsible to - To exercise social responsibility
protect long run interest of and build positive image
customers - Firms link themselves to worthwhile
causes

e.g.
e.g. At guardian, percentage of customer
The boom of internet marketing purchases will go to support children
Online privacy issues are primary concern charity home
Cultural forces

Cultural env institution / forces that affect societys value, perception, preference and behaviour

Core belief and value Secondary belief and value

Persistent More open to changes
Passed from parent children Include people view of themselves,
Reinforced by school, churches others, org, society, nature and universe

Marketers wants to predict the cultural shift to spot new opportunities or threats

Shift in secondary belief and value

Themselves Use product and brand as self-expression
Buy only good that match their view
Others They want to get out from house and be with others
(this suggest greater demand for social support product, - health, vacation
Organization They willing to work for the org
The org must find way to win consumer and employee confidence
Society Use brand and product as means of national emotion
(buy patriotic items during national day)
Nature They seek out everything
- natural, organic and nutritional product
- fuel efficient car
- alternative medicine
Universe Spiritualism and religion affect everything