Marketing 101: The Microenvironment - Competitors

I want to start this week's post with a bit of caution: even though there may not be a lot to write, this part of the Micro-environment is by no means small or light.  In fact, it is complex, requires a lot of thought and study, and must be properly evaluated.  It's your Competitors. The marketing concept states that in order for your marketing to be successful, your business must provide greater customer value and satisfaction that...

Read More

Marketing 101: The Micro-environment - Customers

Next in the Marketing Micro-environment, we come to Customers. Customers are the key to sales.  If you don't have customers, you can't sell anything. Managers must continually study customer needs and try to anticipate how they are developing so they can meet these needs effectively now and in the future.  However not all customers are the same.  Managers must actively study five distinct categories of customer markets. Consumer...

Read More

Marketing 101: Microenvironment - Marketing Intermediaries

It's time for Marketing 101.  We're still discussing the Marketing Microenvironment.  This week let's discuss Marketing Intermediaries. Marketing Intermediaries are businesses that help your company to promote, sell, and distribute your products and services to your customers. They can include resellers, physical distribution firms, marketing service agencies, and financial intermediaries. Resellers Resellers, such as Target or Best...

Read More