Ch.4 Micro & Macroenvironment

Question 0

Macro environment

Answer 0

Societal forces
Affect the microenvironment
Beyond control

Question 1

Microenvironment

Answer 1

Actors close to the company
Affect ability to serve
Unique & dif for each co
Suppliers, intermediates, customers, competitors, publics, co=VDN

Question 2

Environmental scanning

Answer 2

Get info on outside events & trends
Avoid threats & profit from opportunities
Very important! Mira a blockbuster, travel agencies

Question 3

Microenvironment-co

Answer 3

Internal dpmt/SBU
Culture
Mission

Question 4

Microenvironment- customers

Answer 4

Consumers
Business buyers
Gvmnt buyers

Question 5

Microenvironment-competitors

Answer 5

ID same need- frozen novelty (industry), same class- Popsicle (market), same dollar- snacks, similar product& price
Assess (S&W, reactions, strategies)
Select attack or avoid

Substitutes & value offerings
Know you, know them, know customers
Goal= competitive advantage (no replicable, long term, proprietary)

Question 6

Competitive strategies

Answer 6

Cost leadership- no name, low price
Differentiation- customized (Starbucks)
Focus- niches (magnum)
MOR, no!

Question 7

Microenvironment- publics

Answer 7

Gvm
Media
Financial 
Local 
Internal- employees, volunteer 
Citizen groups