The direct participant of market relations is the microenvironment or the environment of direct influence. It directly influences the level of customer focus of a specific company. Elements of the marketing environment can also include end consumers, suppliers, intermediaries and competitors.
In the book "Fundamentals of Marketing" by Philip Kotler it is stated that one of the main tasks of a marketer is to help a business make a choice of goods and services for sale, which will also attract new potential customers. At the same time, in order to obtain maximum profit, the work of suppliers and competitors should be taken into account. They also have an impact on the enterprise.
The subjects of the marketing environment are suppliers, competitors and contact audiences. Intermediaries and consumers, as forces acting in the macroenvironment, can influence each other and the business.
Components of the Marketing Microenvironment
Source: shutterstock.com
A distinctive feature of the microenvironment is its partial controllability, for example, an entrepreneur can:
develop and implement a loyalty program;
set up customer service and leave your competitors behind;
regulate the shipment of goods on your own and offer more favorable terms of cooperation for suppliers.
Why does a marketer need to band data package control each element of the microenvironment? Let's look at some examples:
Consumers. This category includes other companies and individuals who are ready to purchase your goods/services. They can offer their terms of interaction. Consumer behavior determines whether a business will succeed or go bankrupt. A marketer must constantly analyze it and prevent losses.
Suppliers. These include legal entities and sole proprietors who are responsible for providing the company with resources and materials for the production of goods and services. For example, strikes and unfair behavior of suppliers can affect the timing of shipments, which will ultimately affect customer loyalty and the company's profits.
Competitors. By studying their strengths and weaknesses, a marketer can build a competent business strategy that will lead to an increase in the company's profits, despite the presence of serious rivals.
Intermediaries. This category usually includes marketing firms and agencies that professionally help entrepreneurs distribute their products and services to consumers.
Contact audiences. These are individuals and legal entities that have a potential interest in the company: media, banks, investors, funds. They can both contribute and create obstacles on the way to the goal. Communication with them must be established.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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