Actors in Micro environment

Success of the operation will depend largely on the efficiency of connection within a certain system. Because of that actors in micro environment are:

1. Enterprise

2. Suppliers

3. Intermediaries in marketing

4. Customers

5. Competitors

The company is the main actor in managing with marketing activities and its placement is of great importance for the overall marketing system. While it is not important just the positioning of the marketing function, but also the position of the other functions, and their connection with the marketing function.

Suppliers are also a very important factor in marketing management. Namely, given that suppliers should provide the necessary materials and supplies, it is clear that disturbances in this area directly affect the ability of the company to realize its goals.

Intermediaries in marketing may be companies who assist in the promotion, sales and distribution. As primary mediators occur:

- Intermediaries in the trade that make it possible to find buyers as agents and trade intermediaries.

- Physical distribution companies that carry out activities such as inventory storage, transport and so on.

- Marketing services agencies.

- Financial intermediaries, which include banks, insurance offices, etc.. that help provide funding the company.

Customers are the most important factors micro environment enterprise. There are 5 basic consumer markets:

- Consumer market where there are families and individuals as buyers of goods for personal consumptio

- Industrial markets where purchases are in charge of the production process

- Market resellers where purchased for further sale

- International markets

And competition has a direct impact on the marketing elements and occurs in the following basic types:

- Competition-brands (brands) products

- Competition of the products and enterprises operating in the same industry

- Competition in the characteristics of products that meet the same need

- Generic competition regarding the various possibilities of spending money at their disposal purchase.

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Customers loyalty and Marketing enviropment

Building long-term business relationships with customers they continually buy products / services of the company lies in the essence of the marketing concept that clearly shows the direction in which develops marketing. In this case it comes to marketing purchase or relationship marketing. 

The goal is to make the customer happy and satisfied with the relationship with the company in order to continue to buy its products throughout its lifespan. In this sense, talk about the so called value refers to how loyal customer over its lifetime will spend their income purchasing products / services from the company that is happy and buy them without thinking to buy competing products. In fact, this value is the present value of future cash flows in buyer-seller relationships.

Marketing concept is not present in the company because the company has a marketing department or because the management says that the company is marketing-oriented. Marketing concept exists only if the enterprise buyers guide behavioral difference in thinking and mods operand, that is only if all the employees in that company to measure the results achieved through the use that offer to buyers whether directly communicate with customers or employees with the help of those who exercise those communications.

Marketing enterprise environment consists of all the actors and forces outside the office managing marketing activities of the company acting on its management capability can develop and maintain successful transactions with its customers. In terms of the impact of different factors micro-environment and macro-environment.
Micro-environment includes all actors that influence the ability of the enterprise to meet its markets (buyers), while macro-environment contains social forces that act on all enterprises.

Factors that affect marketing management, and general management of a long period of time can be grouped as follows: 

-  First factors containing external environment

- Second factors of the internal environment

A more detailed classification of factors is as follows:

- First general global environment factors related to total changes in the country and beyond

- Second factors Micro-environment enterprise (social, technological, economic, political and natural)

- Third factors related to direct marketing-related environment or market intermediaries and competitors

- Fourth Internal organizational factors enterprise

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