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According to Kotler, P. "Microenvironment consists of the actors close to the company that affect its ability to serve its customers" (p.71).
Microenvironmental factors exist under the supervision of marketers in order to find effective marketing strategies to created good business relationships between customers and companies in all stratus around the world.
The Microenvironment factors include the company, suppliers, marketing intermediaries, competitors, publics, and customers. All of them are very important to the good business relationship between customers and marketers.
The company: This relies on an internal process in a company. The marketing department must communicate frequently with other departments, such as sales, purchasing, administrative, accounting, and finance so that the company finds the way to build good relationship with its costumers based in customer value created by understanding customers' needs.
Suppliers: Those are companies that provide the resources needed for the production or creation of goods or services that customers want. The relationship between the company and the suppliers must be very close because if the company can not count with the resources that suppliers offer, the company can lose money in the process.
Marketing intermediaries: Those are very important in the marketing process because its job is to help the company to sell its product. They also give advertisement to the product and distribute those goods and services to buyers. A good example of Marketing intermediaries are retailers. Retailers buy the products or services to the company in order to resale it. For instance, during a lecture the class learned how Gaviña, who is a company that sells processed coffee, distributes its product through some retailers such as Costco. Costco, also, gives some kind of advertising to the product and offers it to the customers. Both, Gaviña and Costco, gain profit from the offering.
Competitors: Competitors give the real live to marketing process because companies must evaluate its offering in order to compete with other companies that offer to customers similar products. Customers are able to choose the product or service, which matches their needs or wants. As a result, companies must be always alert to the features that the other companies offer to its customers. There are some examples of misfortune caused by the lack of knowledge or information about features that competitors offer. The best example that helped me to understand this concept was the Kodak's situation, discussed in a lecture, which relies on the technology development. Kodak situated its firm in the market such as a strong company offering the magic of capture unforgettable moments in human being through its products, but the company never considered technology development. In 2012, Kodak declared being under protection of bankruptcy, chapter 11, because the company had economic deficit caused of the underestimate of competitors. Kodak could not compete with new innovative companies, which offered to customers the digital photography idea.
Publics: Companies must be opened to the public in general. This rubric of publics relies on different seccions: financial, media, government, citizen-action, local, general attitude from society, and internal, which companies must have a good relationship so that its business flows in the market place. Thinking more deeply, these types of publics are based on an extensive kind of public and government agencies, such as banks, radio station, editorials, neighborhoods, healthy issue government agencies. For example, if a company needs extra money to develop its product, the company can apply for a loan in a bank. If the company is a restaurant, the intervention of the local health department to comply with the existent health regulations in favor of the customers would be needed. Beyond that, the company must be careful about its offering because many groups in society can questioned its product, including the company's board of director.
Customers: This factor relies on different kind of markets, such as business, customer, re-seller, international, and government. Those markets are important in the marketing place because they do not only sell products and services, but also buy it. They can be buyers and sellers in different levels. For instance, a company can sell its product or service to another company, who also sell products; or a company can sell its products to an individual, or vice versa. In fact, all marketers around the word can be also potential buyers.
References
Kotler, P., & Armstrong, G. (2014). Principles of Marketing. Upper Saddle River, NJ; Pearson.
Microenvironmental factors exist under the supervision of marketers in order to find effective marketing strategies to created good business relationships between customers and companies in all stratus around the world.
The Microenvironment factors include the company, suppliers, marketing intermediaries, competitors, publics, and customers. All of them are very important to the good business relationship between customers and marketers.
The company: This relies on an internal process in a company. The marketing department must communicate frequently with other departments, such as sales, purchasing, administrative, accounting, and finance so that the company finds the way to build good relationship with its costumers based in customer value created by understanding customers' needs.
Suppliers: Those are companies that provide the resources needed for the production or creation of goods or services that customers want. The relationship between the company and the suppliers must be very close because if the company can not count with the resources that suppliers offer, the company can lose money in the process.
Marketing intermediaries: Those are very important in the marketing process because its job is to help the company to sell its product. They also give advertisement to the product and distribute those goods and services to buyers. A good example of Marketing intermediaries are retailers. Retailers buy the products or services to the company in order to resale it. For instance, during a lecture the class learned how Gaviña, who is a company that sells processed coffee, distributes its product through some retailers such as Costco. Costco, also, gives some kind of advertising to the product and offers it to the customers. Both, Gaviña and Costco, gain profit from the offering.
Competitors: Competitors give the real live to marketing process because companies must evaluate its offering in order to compete with other companies that offer to customers similar products. Customers are able to choose the product or service, which matches their needs or wants. As a result, companies must be always alert to the features that the other companies offer to its customers. There are some examples of misfortune caused by the lack of knowledge or information about features that competitors offer. The best example that helped me to understand this concept was the Kodak's situation, discussed in a lecture, which relies on the technology development. Kodak situated its firm in the market such as a strong company offering the magic of capture unforgettable moments in human being through its products, but the company never considered technology development. In 2012, Kodak declared being under protection of bankruptcy, chapter 11, because the company had economic deficit caused of the underestimate of competitors. Kodak could not compete with new innovative companies, which offered to customers the digital photography idea.
Publics: Companies must be opened to the public in general. This rubric of publics relies on different seccions: financial, media, government, citizen-action, local, general attitude from society, and internal, which companies must have a good relationship so that its business flows in the market place. Thinking more deeply, these types of publics are based on an extensive kind of public and government agencies, such as banks, radio station, editorials, neighborhoods, healthy issue government agencies. For example, if a company needs extra money to develop its product, the company can apply for a loan in a bank. If the company is a restaurant, the intervention of the local health department to comply with the existent health regulations in favor of the customers would be needed. Beyond that, the company must be careful about its offering because many groups in society can questioned its product, including the company's board of director.
Customers: This factor relies on different kind of markets, such as business, customer, re-seller, international, and government. Those markets are important in the marketing place because they do not only sell products and services, but also buy it. They can be buyers and sellers in different levels. For instance, a company can sell its product or service to another company, who also sell products; or a company can sell its products to an individual, or vice versa. In fact, all marketers around the word can be also potential buyers.
References
Kotler, P., & Armstrong, G. (2014). Principles of Marketing. Upper Saddle River, NJ; Pearson.