Page 153 - principles of tourism marketing-1 (1)

The company aspect of micro-environment refers to the internal

environment of the company. Each internal department has an

impact on marketing decisions. For example, Research and

Development (R & D) has input on the features a product can have,

and accounting approves the financial side of marketing plans and

budgets.

The suppliers of a company are also a part of the micro-

environment because even the slightest delay in receiving supplies

can result in customer dissatisfaction. Examples of suppliers for
such companies as automobile manufacturers would include

providers of steel, aluminum, leather, and even audio system
manufacturers.

Marketing intermediaries refer to the people that help the

company promote, sell, and distribute its products to final buyers.

Examples include wholesalers, and retailers such as Wal-Mart,

Target, and Best Buy. Physical distribution firms are places that

store and transport the company’s product from its origin to its

destination. Examples include food distributors, such as Food

Services of America.

Customer markets can include consumer markets, business

markets, government markets, international markets, and reseller

markets. The consumer market is made up of individuals who buy

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