Marketing Planning

In: Business and Management

Submitted By ashila90
Words 350
Pages 2
Environment Auditing
1.1 Marketing Environment
Consists of the factors and focus on tide marketing that affect marketing management’s ability to develop and maintain a successful relationship with its target customers.
1.2 Microenvironment
Factors or elements in an organisation’s immediate area of operations that affect its performance and decision making freedom. These factors include the company, suppliers, marketing intermediaries, customers, competitors, publics.
i) The Company
In designing marketing plans, marketing management takes other company groups into account. These groups include the top management, finance, research and development, purchasing, operations and accounting departments, All these internal groups form the internal environment. Under the marketing concept, all of these functions must “think consumer”. They should work in harmony to provide superior customer value and satisfaction.

ii) Suppliers
Suppliers provide the resources needed by the company to produce its goods and services. Marketing managers must watch supply availability for example, supply shortages and delays, labor strikes and other events that can cost sales in the short term and damage customer satisfaction in the long term. Raising supply costs may force price increases that can harm the company’s sales volume. iii) Marketing Intermediaries
Marketing intermediaries are firms that help the company to promote, sell and distribute its goods to final buyers. They include resellers, distribution firms, marketing services agencies and financial intermediaries.

iv) Customers

Customer markets are of five types: a- Consumer Markets:
They consist of individuals and households that buy goods for personal consumption. b- Business Markets:
They buy goods for further processing or for use in their production process. c- Reseller Markets:
They buy goods and…...

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