Begrippen H. 3 Flashcards
Marketing environment
The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.
Microenvironment
The actors close to the company that affect its ability to serve its customers, the company, supplies, marketing, intermediaries, customer markets, competitors, and publics.
Macroenvironment
The larger societal forces that affect the microenvironment, demographic, economic, natural, technological, political, and cultural forces.
Marketing intermediaries
Firms that help the company to promote, sell and distribute its goods to final buyers.
Public
Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives.
Demography
The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics
Baby boomers
The 72 million people born during the years following World War 2 and lasting until 1964
Generation X
The 55 million people born between 1965 and 1980 in the birth dearth following the baby boom
Millennials (generation Y)
75 million children of the baby boomers between 1981 and 1996
Generation Z
People born between 1997 and 2012 who make up the tweens to twenty-something markets.
Generation Alpha
Kids born after 2012, largely the children of the millennials.
Economic environment
Economics factors that affect consumer purchasing power and spending patterns.
Natural environment
The physical environment and the natural resources 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 opportunities.
