Chapter 2 - The Marketing Environment

Question 1

What is a god definition of The Marketing Environment (ME)?

Answer 1

The actors and forces external to the marketing management function of the firm that impinge on the marketing management’s ability to develop and maintain successful transactions with its customers.

Question 2

What three parts does The Marketing Environment (ME) consist of?

Answer 2

• Macro-environment.
• Micro-environment.
• The company (internal environment).

Question 3

Describe the Macro-environment..

Answer 3

A number of broad forces that affect not only the company, but also the other actors in the Micro-environment.

Question 4

Describe the Micro-environment..

Answer 4

Actors in the firms immediate environment or business system that affects its capabilities to operate effectively in its chosen market. The key actors are suppliers, distributors, customers and the competition.

Question 5

What five forces are there in the Macro-environment?

Answer 5

Political/Legal
Physical
Economic
Social
Technological