The document discusses the micro-environment that affects firms. It includes customers, suppliers, marketing intermediaries, competitors, and publics. The micro-environment includes factors closest to the firm that it can influence. It discusses the different types of customers and markets firms operate in as well as the importance of suppliers and conducting competitor analysis. It also outlines the various marketing intermediaries that help firms promote, sell, and distribute goods, and defines publics as groups interested in or impacted by an organization.

2.  The market environment is a marketing
term and refers to factors and forces that
affect a firm’s ability to build and
maintain successful relationships with
customers

3. Internal
Environment
Micro
Environment
Macro
Environment

4.  The micro-environment affects the organization
directly. It refers to the environment that most closely
linked to the firm
This environment is also not under the full control of
business.
 The business can influence this environment.

5. Customer
Public Supplier
Components
Marketing
Intermediaries
Competitor

6.  Customers are the
actual buyer of our goods
and services.
 The company must
study its customer
markets closely since each
market has its own special
characteristics.

7. • individuals and households that buy goods and services
Consumer Market for personal consumption
• buy goods and services for further processing or for use
Business Market in their production process
Reseller Market • buy goods and services in order to resell them at a profit
• agencies that buy goods and services in order to produce
Government Market public services or transfer them to those that need them
International Market • buyers of all types in foreign countries

8.  Suppliers are firms and
individuals that provide
the resources needed by
the company.
 They are an important
link in the company’s
overall customer “value
delivery system.”

9. Right
Timely Price Quality
Product

10. Availability
Price of key inputs

11.  Conducting competitor
analysis is critical for
success of the firm
 A marketer must
monitor its competitors’
offerings to create
strategic advantage

13.  Marketing Marketing
Intermediaries
intermediaries are firms
that help the company to Reseller
promote, sell, and
distribute its goods to Physical
distribution
final buyers. firms
Marketing
service
agencies
Financial
intermediaries

14. Reseller
• They are those who hold and sell company’s
product.
• Wholesaler and retailer.
Physical Distribution Firm
• They help the company to stock and move
goods from their points of origin to their
destinations.
• Transportation and warehousing.

15. Marketing Service Agencies
• They help the company target and promote its
products.
• Advertising agencies. Media agency, marketing
research firms, etc.
Financial Intermediaries
• They help finance transactions and insure
against risks.
• Banks, credit companies, insurance company,
ect.

16.  A public is any group that has an actual or potential
interest in or impact on an organization’s ability to achieve
its objectives.
 A company should prepare a marketing plan for all of
their major publics.

17. Financial
Internal Government
Public
Citizen
Group Media
General Local