MICROENVIRONMENT Public is any group that has an actual or potential interest in or

Microenvironment includes all the actors close to the company impact on an organization’s ability to achieve its objectives.
that affect, positively or negatively, its ability to create value and SEVEN TYPES OF PUBLICS
relationships with its customers.
• Financial Publics influences the company’s ability to
COMPANY
obtain funds.
• In designing marketing plans, management considers
• Media Publics carries news, features and editorial
other company groups such as top management,
opinion.
finance, operations, accounting and so on.
• Government Publics, management must consider
• Top management sets the company’s mission,
government developments. Marketers must often
objectives, broad strategies and policies.
consult the company’s lawyers on issues of product
• Marketing managers make decisions within the safety, truth in advertising and other matters.
strategies and plans made by top management.
• Citizen-Action Publics, a company’s marketing decisions
SUPPLIERS may be questioned by consumer organizations,
environmental groups, minority groups and others.
• Suppliers provide the resources needed by the
• Local Publics includes neighborhood residents and
Company to produce its goods and services. community organization that deal with local
community issues and provide community support.
• Marketing managers must watch supply availability and
costs. • General Publics is the public’s image of the company
affects its buying, deals with the public’s attitude
• Supply shortages or delays, labor strikes and other
toward its products and activities.
events can cost sales in the short run and damage
customer satisfaction in the long run. • Internal Publics includes workers, managers, volunteers
and the board of directors.
MARKETING INTERMEDIARIES
CUSTOMERS
Firms that help the company to promote sell and distribute its
goods to final buyers. Customers are the most important actors in the company’s
microenvironment. The aim of the entire value delivery network
• Resellers are distribution channel firms that help the
is to serve target customers and create strong relationships with
company find customers or make sales to them.
them.
• Physical Distribution Firms help the company stock and
FIVE TYPES OF CUSTOMER MARKETS
move goods from point of origin to their destinations.
• Consumer Markets consists of individuals and
• Marketing Services Agencies are the marketing
households that buy goods and services for personal
research firms, advertising agencies, media firms and
assumptions.
marketing consulting that help company targets to
promote its products to the right market. • Business Markets buy goods and services for further
processing or use in their production processes.
• Financial Intermediaries include banks, credit
Whereas Reseller Markets buy goods and services to
companies, insurance companies and other businesses
resell at a profit
that help finance transactions or insure against the risk
associated with the buying and selling of goods. • Government Markets consist of government agencies
that buy goods and services to produce public services
COMPETITORS
or transfer the goods and services to others who need
• Marketing concepts states that to be successful, a them.
company must provide greater customer value and
• International Markets consist of these buyers in other
satisfaction than its competitors do.
countries, including consumers, producers and
• Marketers must do more than simply adapt to the government.
needs of target consumer.

PUBLICS