And, at the same time, a management that ignores or, worse, is oblivious to them, will not long survive. If an organization effectively collects and processes data on these environmental factors, it is better prepared to adapt to change, prepare more effective long - range strategy, meet the needs of today's and tomorrow's customers and defeat the intense competition extant in today's global marketplace.
Questions (1-3):.
1. Describe the environmental forces that affect the company's ability to serve its customers.
The microenvironment of a company is been created by these key forces- The suppliers the company deal with, which can determine, for example, the level of expenses the company will have (therefore the final pricing of it's product, changing the customer value package, and the success of the product/service in the markets). Second key force is the company internal culture and environment, which determines the way the marketing department is working on it's tasks with other departments (from accounting to research and development), and the way the company is making marketing decisions and executing them. The environment is also dependent on five different customer markets (consumer, business, reseller, government & international markets), and on the status of all competitors in the market. The companies marketing intermediaries will affect deeply the ability to serve the customers- they are the marketing agencies that will deliver the brand message and brand to the customer, the resellers that will actually place the product or service in front of the customer, and the financial parties involved with their different interests. And the last force that can contribute or harm a company and it's product is the various publics that have potential to impact on the ability of the company. Such publics include the media, the general public, the financial public, or the government.