ch 3 Flashcards
marketing environment
a company has an immediate environment that affects it. it can influence or control certain aspects of the environment but will also be affected by broader environmental forces that it cannot control, and the company must adapt in some way to these forces
microenvironment
internal enviro
- anything that directly affects or is directly affected by the marketing mangers decision
macroenvironment
external enviro
- have more indirect impact on the companies marketing strategy
- less controllable than the micro envrip
end consumer
B2C
purchase products to use personally
resellers
B2B
dont use the product, buy for exchange
market share
the sales of one brand divided by the total sales in a market
primary competitors
brands in the same market targeting the same customer group
secondary competitors
offers different products that could be substituted for your product
unexpected competitors
offers same core benefit with completely diff product
marketing intermediaries
companies that perform functions that help connect the company to the customer
publics
include groups not directly involved in the business that have an interest in the business
two types of markets
established/evolving
SPENT
social, political, economical, natural, technological
social/cultural
customers most important element
-several cultural and demographic trends
-different generations
-shift in diversity
environmental corporate social responsibility
aims to reduce any damaging effects on the environment from a companys processes
sustainability
not using up natural resources; efforts to create more environmentally friendly approaches to doing business
CSR - triple bottom line
people, profit, planet
technological
companies have new ways to interact with customers
-customers can interact with each other (C2C)
-review others companies
-customers can help design products (co-creator)
paradox of technology
technology can offer both benefits and negative consequences at the same time in a market for both cx and sellers
