2. marketing environment

Question 1

Internal Environment

Answer 1

consists of parties that make up a
company: such as the different departments, its employees, its structures, processes, political networks and physical realities such as buildings, facilities and symbols

Question 2

microenvironment

Answer 2

consists of the actors close to the company that affect its ability to serve its customers, the company,
suppliers, marketing intermediaries, customer markets,
competitors and publics

Question 3

macroenvironment

Answer 3

consists of the broad forces that affect not only the company but also the other actors in the microenvironment.

Question 4

Political and Legal Forces

Answer 4

laws, governments agencies and pressure groups that influence and limit organizations and individuals in a given society

Question 5

economic forces

Answer 5

Different factors that affect consumer buying power and spending patterns Economic climate
 Disposable income
 Price levels
 Growing/emerging economies
 Interest/Exchange rates
 Debt
 Consumer saving
 Consumer confidence

Question 6

environmental forces

Answer 6

Relationship between people and environment
 Natural environment = natural resources needed as inputs or that are affected by marketing activities

Question 7

social and cultural forces

Answer 7

 Demographic forces  Demography = study of human populations in terms of size, density, location,
age, gender and race occupation
 Demographic trends include population growth, changing age and household
structure, pressures for migration and population diversity

Question 8

cultural environment

Answer 8

Cultural environment = institutions and other forces that affect society’s basic values, perceptions, preferences and behaviors

Question 9

Passive view

Answer 9

“Uncontrollable” element to adapt to
 Do not try to change
 Analyse environmental forces and design strategies to avoid threats and exploit opportunities

Question 10

proactive view

Answer 10

 Affect publics and forces: hire lobbyists, media events,
advertorials, lawsuits, contracts, ….
 Not always possible