Kotler goes on to state that there are at least ten critical parties or
‘players’ in a company’s marketing environment. He identifies four
of these parties – suppliers, distributors, end users and employees –
within the immediate environment of the firm. A further six
‘players’ – financial firms, governments, media, allies, competitors
and the general public – he places within the wider macroenviron-
ment (see Figures 1.2 and 1.3).
Next, Morgan and Hunt presented relationship marketing as
encompassing ten discrete forms of relational exchanges, involving
Relationship marketing: The six markets framework 13
- Suppliers
COMPANY
- Employees
EmployeesMarketing 2. Distributors 3. End Users
Supplier
Marketing
Distributor
Marketing
End User Marketing
Figure 1.2 Four players in the company’s immediate task environment.
Source: Kotler (1992).^14
Company
Finance
Companies
Government
Allies
Competitors
Media
General
Public
Financial Marketing
Government Marketing
Allies Marketing
Competitor Marketing
Media Marketing
Public Marketing
Figure 1.3 Six other key players in the company’s macroenvironment.
Source: Kotler (1992).^14