Wednesday, June 6, 2012

Marketing 101: Microenvironment - Publics


This week's Marketing 101 is going to continue on in Marketing Microenvironments.  Today we are focusing on Publics.

In simple terms, a Public is any group of people that may have an real or potential interest in ... or an impact on ... your business's ability to achieve its objectives - whatever they may be.  Why should you care about Publics?  It's simple.  Publics can help, or hinder your ability to get your message out to your customers, and collect value from them.

Financial Publics
Your relationships with Financial Publics are extremely important.  These relationships directly influence your ability to obtain funding for your business.  Financial Publics typically include banks, investment houses and stock holders.  How these groups perceive you will directly affect your ability to get loans, favorable payment terms, and whether or not other Publics choose to do business with you.  For example, if a brokerage perceives that you are having issues internally, or your products have deficiencies, then it may give your stock a low rating.  If that happens, people may sell your stock, your market valuation will decrease, and your customers may start to buy less of your products and services.

Media Publics
Media Publics can be extremely valuable, or they can be a thorn in your side.  Media Publics typically carry news, features and editorial opinions, delivering them to your customers and other Publics.  They include newspapers, blogs, magazines (print and digital), radio (broadcast and internet) and television outlets (broadcast and digital).  You can carry out your "relationship" with Media Publics via VNR's, PR media releases, op ed's, interviews, or open invitations to review your products and services.  Do not be afraid to make friends and connect with people in the media.  You can gently influence what they say about you.  Having a good relationship with people in the media can make a bad situation for your company "tolerable" or a PR disaster in the eyes of your customers.

Government Publics
Take note: Management MUST take governmental developments into account.  You should always keep an eye on the current state of any laws and regulations that effect the production of your products, the day-to-day operation of your business, or the methods you can use to sell your products and services.  Marketers must often consult with government officials, their lawyers, and sometimes lobbyists.  Get to know your local government, and keep tabs on what your government officials are doing.

Citizen-Action Publics
The decisions you make will sometimes be questioned by citizens, consumer organizations, environmental groups, minority groups and others.  Your PR department can help you stay in touch with these groups.  It can keep you abreast of any concerns or problems that arise.  Make it your mission to get to know the citizen groups that may affect your business and your marketing practices.  Make it a point to have a friendly relationship with any of their representatives.

Local Publics
Local Publics typically include neighborhood residents and community organizations.  Businesses will usually appoint a community relations officer to meet with the community, answer questions and contribute to worthwhile causes.

General Publics
A business needs to be concerned with the general public's attitude and perception towards its products and activities in the marketplace.  The perception of the business, it's brands, products and services in the public directly effect consumers buying habits.  Keep an eye on Twitter feeds and FaceBook posts.  You will be able to get a very real sense of the general public's perception of you in the marketplace.

Internal Publics
Internal Publics are groups of people inside your own business.  These groups can consist of employees, managers, volunteers, and the board of directors.  Businesses typically use newsletters, memos, company meetings, intranets and other means to motivate and educate their internal publics.  When your employees feel good working for you, when your board of directors are happy with your success, when your internal communications send the right messages to motivate, encourage, train, and edify your staff, this positive attitude spills over to external publics, and helps to communicate your brand message in the marketplace.

A business can construct strategic marketing plans for some or all of these major Publics alongside it's chosen customer markets.  Suppose a business wants to evoke a specific response from a particular Public, such as donations of time or money (Cause Marketing).  The business would have to design an messaging campaign for this Public that is enticing and persuading enough to coax the desired response.

Is it realistic for all businesses to pay attention to all of these Publics at the same time?  No.  Can you effectively market to all Publics.  Yes and No.  You have to make the judgement where to spend your time and resources.  However, at some point in time you will have to deal with each of these Publics in some capacity.  It is in your best interest to at least get to know them, and when appropriate, take action.

21 comments:

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    3. Divine Loan Opportunity Offered By CHESTER BRIAN LOANS That Save My Family From Financial Bondage {Brianloancompany@yahoo.com }

      Hello Everyone, I am Rosie Rhoma a single mom from Texas USA, I will like to share this great testimony on how i got a loan from Chester Brian Loans, when we were driven out of our home when i couldn't pay my bills anymore, After been scammed by various companies online and denied a loan from my bank and some other credit union i visited. my children were taken by the foster care, i was all alone in the street. Until a day i shamefully walked into an old school mate who introduced me to Daisy Maureen. At first i told her that i am not ready to take any risk of requesting a loan online anymore, but she assured me that i will received my loan from them. On a second thought, due to my homelessness i had to take a trial and applied for the loan, luckily for me i received a loan of $80,000.00 from Chester Brian Loans. Am happy i took the risk and applied for the loan. my kids have been given back to me and now i own a home and a business of my own. All thanks and gratitude goes to CHESTER BRIAN LOAN COMPANY for giving a meaning to life when i had lost all hope. If you currently seeking for a loan assistance, you can contact them via: {Brianloancompany@yahoo.com } OR text (803) 373-2162 and also contact there webpage via brianloancompany.bravesites.com

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    * Debt consolidation loans
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    *Refinancing Loans
    * Home Loans

    We give you loan with a low interest rate of 2% and loan duration of 1 to 30 years to pay back the loan (secure and unsecured). Do not keep your financial problems to yourself in order for you not to be debt master or financial stress up, which is why you must contact us quickly for a solution to your financial problems. It will be a great joy to us when you are financially stable. Email (ezrasebastianloans@gmail.com)

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  4. VICTIM OF SCAMS BUT NOW A VICTOR THROUGH JOSH LOANS FINANCIAL SERVICE joshloancompany@yahoo.com OR +1(215)-874-8060

    Helen Truong is my name from 1731 Hilltop Haven Drive, Red Bank, NJ 07701 USA. It lifts my heart to actually use this medium to save innocent people who would have fallen into the wrong hands in quest to obtain an online loan. With all humility I want to personally warn all online loan seekers to be very careful while trying to get a loan, because it is no news that scammers are rampant everywhere all over the internet claiming to offer loan. I was a victim before now and I solemnly hope that you are a victor if you care to take my word of advise. Few months ago I was financially strained, and due to my desperation I was scammed by several online lenders. All hope was nearly lost until a co-employee suggested 'JOSH LOANS FINANCIAL SERVICE' an online reliable and trustworthy lender for me, as I was almost at the edge of taking my life considering a loss of about $83,000; As God would have it, I applied for a loan from 'Josh Loans Financial Service' under Cynthia's (co-employee) recommendation and WOW in less than 72 working hours I got a credit alert confirming that my account has been credited with the loan fund of $220,000.00 which i originally requested. If after loosing much God has shown me light with the help of 'JOSH LOANS FINANCIAL SERVICE', you too without doubt can as well obtain a loan from this reputable lending institution. IN ALL, if you, your relation or any closed person desperately need a loan, DO CONTACT or help that soul to communicate with JOSH LOANS FINANCIAL SERVICE via email on joshloancompany@yahoo.com OR text/call them on +1(215)-874-8060; or preferably fill the loan application on their auxiliary webpage on http://www.joshloancompany.bravesites.com/

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  8. HOW EDWARD LOAN COMPANY GRANTED ME A BUSINESS LOAN!!!{jonesloaninvestment@hotmail.com}

    Hello everyone, I am Oliver Johnson Moore from Zurich Switzerland and want to use this medium to express gratitude to EDWARD JONES for fulfilling his promise by granting me a loan, i was stuck in a financial situation and needed to refinance and pay my bills as well as start up a Business. I tried seeking for loans from various loan firms both private and corporate organisations but never succeeded and most banks declined my credit request. But as God would have it, i was introduced by a friend named Lisa Rice to EDWARD JONES LOAN COMPANY and undergone the due process of obtaining a loan from the company, to my greatest surprise within 28hrs just like my friend Lisa, i was also granted a loan of $387,000.00; So my advise to everyone who desires a loan, "if you must contact any firm with reference to securing a loan online with low interest rate of 2% and better repayment plans/schedule, please contact EDWARD JONES LOAN COMPANY. Besides, he doesn't know that am doing this but due to the joy in me, i'm so happy and wish to let people know more about this great company whom truly give out loans, it is my prayer that GOD should bless them more as they put smiles on peoples faces. You can contact them via email on {jonesloaninvestment@hotmail.com} or Text +1(240) 686-5090

    ReplyDelete
  9. DO YOU WANT A PERSONAL/BUSINESS/INVESTMENT LOAN?

    We have provided over $1 Billion in business loans to over 15,000 business owners just like you. We use our own designated risk technology to provide you with the right business loan so you can grow your business. Our services are fast and reliable, loans are approved within 24 hours of successful application. We offer loans from a minimum range of $5,000 to a maximum of $500 million.

    Do you find yourself in a bit of trouble with unpaid bills and don’t know which way to go or where to turn? What about finding a reputable Debt Consolidation firm that can assist you in reducing monthly installment so that you will have affordable repayment options as well as room to breathe when it comes to the end of the month and bills need to get paid? Dr. Ezra Sebastian Loan Home is the answer. Reduce your payments to ease the strain on your monthly expenses. Email (ezrasebastianloans@gmail.com)

    DO YOU NEED 100% FINANCE? we give out loans with an affordable interest rate of 2%
    EZRA SEBASTIAN LOAN HOME, (ezrasebastianloans@gmail.com) aims is to provide Excellent Professional Financial Services.

    Our services include the following:

    *Truck Loans
    * Personal Loans
    * Debt consolidation loans
    * Car Loans
    * Business Loans
    * Education Loans
    * Mortgage
    *Refinancing Loans
    * Home Loans

    We give you loan with a low interest rate of 2% and loan duration of 1 to 30 years to pay back the loan (secure and unsecured). Do not keep your financial problems to yourself in order for you not to be debt master or financial stress up, which is why you must contact us quickly for a solution to your financial problems. It will be a great joy to us when you are financially stable. Email (ezrasebastianloans@gmail.com)

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  10. Getting a legitimate loan have always been a huge problem To clients who have financial problem and need solution to it. The issue of credit and collateral are something that clients are always worried about when seeking a loan from a legitimate lender. But.. we have made that difference in the lending industry. We can arrange for a loan from the range of $10,500. to $3000,000.000 as low as 3%interest Kindly respond immediately to this email: jorgebeckerlloans@gmail.com
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  11. Getting a legitimate loan have always been a huge problem To clients who have financial problem and need solution to it. The issue of credit and collateral are something that clients are always worried about when seeking a loan from a legitimate lender. But.. we have made that difference in the lending industry. We can arrange for a loan from the range of $10,500. to $3000,000.000 as low as 3%interest Kindly respond immediately to this email: jorgebeckerlloans@gmail.com
    Our Services Include the Following: Debt Consolidation Second Mortgage Business Loans Personal Loans International Loans Loan for any kinds Family loan E.T.C

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    NOTE:Bear in mind that it will only take less than 24 Hours to process your file is 100% Guaranteed no matter your Credit Score.


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    Our Services Include the Following:
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    Second Mortgage
    Business Loans
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    Family loan
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  12. Getting a legitimate loan have always been a huge problem To clients who have financial problem and need solution to it. The issue of credit and collateral are something that clients are always worried about when seeking a loan from a legitimate lender. But.. we have made that difference in the lending industry. We can arrange for a loan from the range of $10,500. to $3000,000.000 as low as 3%interest Kindly respond immediately to this email: jorgebeckerlloans@gmail.com
    Our Services Include the Following: Debt Consolidation Second Mortgage Business Loans Personal Loans International Loans Loan for any kinds Family loan E.T.C

    No social security and no credit check, 100% Guarantee. All you have to do is let us know exactly what you want and we will surely make your dream come true. (JORGE BECKER LOAN COMPANY). says YES when your banks say NO. Lastly, we fund small scale loan firm, intermediaries, small scale financial institutions for we have unlimited capital. For further details to go about procuring a loan contact us, Kindly respond immediately to this email: jorgebeckerlloans@gmail.com

    NOTE:Bear in mind that it will only take less than 24 Hours to process your file is 100% Guaranteed no matter your Credit Score.


    Get your instant loan approval

    Our Services Include the Following:
    Debt Consolidation
    Second Mortgage
    Business Loans
    Personal Loans
    International Loans
    Loan for any kinds
    Family loan
    E.T.C

    Mr Jorge Becker +12548819936 We are certified and your privacy is 100% safe with us. Worry no more about your loans or finances.
    Yours Sincerely,
    Mr Jorge Becker
    Getting a legitimate loan have always been a huge problem To clients who have financial problem and need solution to it. The issue of credit and collateral are something that clients are always worried about when seeking a loan from a legitimate lender. But.. we have made that difference in the lending industry. We can arrange for a loan from the range of $10,500. to $3000,000.000 as low as 3%interest Kindly respond immediately to this email: jorgebeckerlloans@gmail.com
    Our Services Include the Following: Debt Consolidation Second Mortgage Business Loans Personal Loans International Loans Loan for any kinds Family loan E.T.C

    No social security and no credit check, 100% Guarantee. All you have to do is let us know exactly what you want and we will surely make your dream come true. (JORGE BECKER LOAN COMPANY). says YES when your banks say NO. Lastly, we fund small scale loan firm, intermediaries, small scale financial institutions for we have unlimited capital. For further details to go about procuring a loan contact us, Kindly respond immediately to this email: jorgebeckerlloans@gmail.com

    NOTE:Bear in mind that it will only take less than 24 Hours to process your file is 100% Guaranteed no matter your Credit Score.


    Get your instant loan approval

    Our Services Include the Following:
    Debt Consolidation
    Second Mortgage
    Business Loans
    Personal Loans
    International Loans
    Loan for any kinds
    Family loan
    E.T.C

    Mr Jorge Becker +12548819936 We are certified and your privacy is 100% safe with us. Worry no more about your loans or finances.
    Yours Sincerely,
    Mr Jorge Becker

    ReplyDelete
  13. Divine Loan Opportunity Offered By CHESTER BRIAN LOANS That Save My Family From Financial Bondage {Brianloancompany@yahoo.com }

    Hello Everyone, I am Rosie Rhoma a single mom from Texas USA, I will like to share this great testimony on how i got a loan from Chester Brian Loans, when we were driven out of our home when i couldn't pay my bills anymore, After been scammed by various companies online and denied a loan from my bank and some other credit union i visited. my children were taken by the foster care, i was all alone in the street. Until a day i shamefully walked into an old school mate who introduced me to Daisy Maureen. At first i told her that i am not ready to take any risk of requesting a loan online anymore, but she assured me that i will received my loan from them. On a second thought, due to my homelessness i had to take a trial and applied for the loan, luckily for me i received a loan of $80,000.00 from Chester Brian Loans. Am happy i took the risk and applied for the loan. my kids have been given back to me and now i own a home and a business of my own. All thanks and gratitude goes to CHESTER BRIAN LOAN COMPANY for giving a meaning to life when i had lost all hope. If you currently seeking for a loan assistance, you can contact them via: {Brianloancompany@yahoo.com } OR text (803) 373-2162 and also contact there webpage via brianloancompany.bravesites.com

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  16. Divine Loan Opportunity Offered By CHESTER BRIAN LOANS That Save My Family From Financial Bondage {Brianloancompany@yahoo.com }

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    ReplyDelete
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