CHƯƠNG 3: MARKETING ENVIROMENT
Định nghĩa
The marketing environment includes the actors and forces outside marketing that affect
marketing management’s ability to build and maintain successful relationships with target
customers. Môi trường tiếp thị bao gồm các tác nhân và lực lượng bên ngoài tiếp thị ảnh hưởng đến
khả năng quản lý tiếp thị để xây dựng và duy trì mối quan hệ thành công với khách hàng mục tiêu.
Câu dẫn
Marketers must be environmental trend trackers and opportunity seekers. By carefully
studying the environment, marketers can adapt their strategies to meet new marketplace
challenges and opportunities.
By using marketing research and marketing intelligence, companies constantly watch and
adapt to the changing environment—or like Microsoft, in many cases, lead those changes.
Các nhà tiếp thị phải là người theo dõi xu hướng môi trường và người tìm kiếm cơ hội. Bằng cách
nghiên cứu cẩn thận môi trường, các nhà tiếp thị có thể điều chỉnh chiến lược của họ để đáp ứng
những thách thức và cơ hội thị trường mới. Bằng cách sử dụng nghiên cứu tiếp thị và tiếp thị thông
minh, các công ty liên tục theo dõi và thích ứng với môi trường thay đổi — hoặc như Microsoft, trong
nhiều trường hợp, dẫn dắt những thay đổi đó.
Gồm 2 môi trường:
Microenvironment consists of the actors close to the company that affect its ability to serve
its customers—the company, suppliers, marketing intermediaries, customer markets,
competitors, and publics.
Câu dẫn vào môi trường vĩ mô:
Marketing management’s job is to build relationships with customers by creating customer
value and satisfaction. However, marketing managers cannot do this alone. Marketing
success requires building relationships with other company departments, suppliers,
marketing intermediaries, competitors, various publics, and customers, which combine to
make up the company’s value delivery network
● Company: All of these interrelated company groups form the internal environment,
the microenvironment. With marketing taking the lead, all departments—from
manufacturing and finance to legal and human resources—share the responsibility
for understanding customer needs and creating customer value.
● Suppliers: Suppliers form an important link in the company’s overall customer value
delivery network. Supplier problems can seriously affect marketing. Marketing
managers must watch supply availability and costs. Supply shortages or delays,
labor strikes, natural disasters, and other events 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: help the company promote, sell, and distribute its
products to final buyers. They include resellers, physical distribution firms,
marketing services agencies, and financial intermediaries.
Ví dụ về các trung gian phân phối: for example
Resellers are distribution channel firms that help the company find customers or
make sales to them. Large and growing reseller organizations, such as Walmart and
Costco, frequently have enough power to dictate terms or even shut smaller
manufacturers out of large markets.
Physical distribution firms help the company stock and move goods from their
points of origin to their destinations.
