2.2 : 微观营销环境

The micro-environment refers to the organization's immediate external factors, including stakeholders like customers, suppliers, and competitors.

Let's use a local electronics store to illustrate its importance.

Customers, such as local residents, tech enthusiasts, and professionals, influence the kind of products stocked by the store. For instance, a growing interest in smart home devices might prompt the store to expand its home product range.

Suppliers are crucial in providing the latest and most sought-after tech products. Any disruptions in their services directly affect the store's offerings.

Competitors, both local retailers and online sellers, influence the store's strategies. Analyzing their pricing and services helps the store remain competitive. If a competitor offers price matching, the store may adopt a similar policy to stay competitive.

Additionally, these micro-environment factors directly influence the electronics store's marketing decisions.

By closely monitoring the factors within their immediate environment, the store can adapt its marketing strategies to meet customer demands and effectively compete in the local electronics market.