3. The Marketing Environment

Question 0

The actors close to the company that affect its ability to serve it’s customers

They are the company, suppliers, marketing intermediaries, customer market, competitors and publics

Answer 0

Microenvironment

Question 1

The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers

Answer 1

Marketing environment

Question 2

Factors of microenvironment

Answer 2

The company
Suppliers
Marketing intermediaries
Customer markets
Competitors
Publics

Question 3

The larger societal forces that affect the microenvironment

They are demographic, economic, natural, technological, political and cultural forces

Answer 3

Macroenvironment

Question 4

Factors of macroenvironment

Answer 4

Demographic
Economic
Natural
Technological
Political
Cultural

Question 5

Firms that help the company to promote, sell and distribute its goods to final buyers

They include resellers, physical distribution firms, marketing service agencies and financial intermediaries

Answer 5

Marketing intermediaries

Question 6

Distribution channel firms that help the company find customers or make sales to them

Answer 6

Resellers

Question 7

They help the company to stick and move goods from their points of origin to their final destinations

Answer 7

Physical distribution firms

Question 8

Marketing research firms, advertising agencies, media firms and marketing consulting firms that help the company target and promote its products to the right markets

Answer 8

Marketing services agencies

Question 9

Banks, credit companies, insurance companies and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods

Answer 9

Financial intermediaries

Question 10

Consumer markets, business markets, reseller markets, government markets and international markets

Answer 10

Customers

Question 11

Any group this has an actual or potential interest in or impact on an organisation’s ability to achieve it’s objectives

Answer 11

Public

Question 12

The study of human population in terms of size, density, location, age, gender, race, occupation and other statistics

Answer 12

Demography

Question 13

The 78 million people born during the baby boom following World War II and lasting till the early 1960s

Answer 13

Baby boomers

Question 14

The people born between 1964 and 1976 in the ‘birth dearth’ following the baby boom

Defined as much by their shared experiences as by their age

Answer 14

Generation Xers

Question 15

The children of the baby boomers, born between 1977 and 2000

A large teen and young adult market

Answer 15

Millenials (or Generation Y)

Question 16

Factors that affect consumer buying power and spending patterns

Trends: changes in income, changing consumer spending patterns

Answer 16

Economic environment

Question 17

Natural resources that are needed as inputs by marketers or that are affected by marketing activities

Trends: shortage of raw materials, increased pollution, increased governmental intervention

Answer 17

Natural environment

Question 18

Forces that Creste new technologies, creating new product and market opportunities

Answer 18

Technological environment

Question 19

Laws, government agencies and pressure groups that influence and limit various organisations and individuals in a given society

Answer 19

Political environment

Question 20

Institutions and other forced ray affect society’s basic values, perceptions, preferences and behaviours

Answer 20

Cultural environment