Statistics Notes

Chapter 3 Marketing Environment

First Stop: Microsoft: Adapting to the fast changing digital market environment

Micro environment- things that affect just the company

Suppliers

* Affect the marketer’s ability to achieve objectives

* Provide resources needed to produce goods and services

* Marketers watch

* supply shortage

* labor issues

* price of key inputs (esp in short run)

* EX. Apple

* Foxxcon in news for labor issues

* High suicide rate

* Suicide nets to prevent suicide

Marketing Intermediaries – promotes, sell, and distribute products to final buyers (in micro)

* wholesalers and retailers

* distribution firms physical

* logistics

* marketing services agencies

* digital marketing

* marketing communications

* increase awareness and noticeability

* financial intermediaries

* buy things on credit

* finance airplane purchases

* after housing crisis, banks tighten up mortgages

* affect ability realtors to sell jobs

* higher downpayments

Competitors

* pay attention to them

* gain advantage by positioning products strongly against competitors

* 4 types

* monopoly

* sellers control prices

* utilities

* us allows but regulations limit prices

* oligopoly

* few companies own whole market

* back in the days 3 big automakers ford, gm, chevy

* high cost of entry

* airlines

* competitors watch each other very closely

* if one airline has cheap tickets the competitors match very quickly

* perfect competition

* lots of sellers and buyers

* undiffernated products

* commodities

* monopolistic competition

* lots of sellers selling differented products

* same product but nothing quite like it

Publics

*...