3. Analyzing the Marketing Environment Flashcards
Marketing environment
The actors and forces outside marketing that affect marketing management’s ability to built and maintain successful relationships with target customers.
Microenvironment
The actors close to the company that affect its ability to serve its customers - the company, suppliers, intermediaries, customer markets, competitors and publics.
Macroenvironment
The larger societal forces that affect the microenvironment - demographic, economic, natural, technological, politicial, and cultural forces.
Suppliers
An important link in the company’s overall customer value delivery network.
Marketing intermediaries
Firms that help the company to promote, sell, and distribute its goods to final buyers. Could be resellers, physical distribution firms, marketing services agencies, financial intermediaries.
Publics
Any group that has actual or potential interest in or impact on an organization’s ability to achieve its goals. Could be financial publics, media publics, government publics, citizen-action publics, internal publics, general public, local publics.
Customers
The most important actors in the microenvironment of the company. Consumer markets, business markets, reseller markets, government and international markets.
Demography
The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.
Baby boomers
The people born during the years following WW2 and lasting until 1964.
Gen X
The people born between 1965 and 1976 in the “birth dearth” following the baby boom.
Millennials/Gen Y
The children of the baby boomers between 1977 and 2000.
Gen Z
People born after 2000 who make up the kids, tweens, and teens markets.
Economic environment
Economic factors that affect consumer purchasing power and spending patterns.
Natural environment
The physical environment and the natural resources that are needed as inputs by marketers or that are affected by marketing activities.
Environmental sustainability
Developing strategies and practices that create a world economy that the planet can support indefinitely.
Technological environment
Forces that create new technologies, creating new product and market opportunitites.
Politicial environment
Laws, government agencies, and pressure groups that influence and limit organizations and individuals in one society.
Cultural environment
Institutions and other forces that affect society’s basic values, perceptions, preferences and behaviors.
