Chapter 3

Question 1

Microenvironment

Answer 1

The actors close the company that affects its ability to serve customers – the company, suppliers, marketing intermediaries, customer markets, competitors, and publics

Question 2

Macroenvironment

Answer 2

The larger societal factors that affect the microenvironment – demographic, economic, natural, technological, political, and cultural forces

Question 3

The microenvironment

Answer 3

Company

Suppliers

Marketing intermediaries

Competitors

Publics

Customers

Question 4

The company

Answer 4

Internal environment is formed by all the different departments –
marketing, top management, R&D…

Top management sets broad goals to be interpreted and implemented
by departments through coordination

Question 5

Suppliers

Answer 5

Instable supply chains or suppliers may lead to short-term loss of sales,
therefore marketing needs to manage this closely

Question 6

Marketing intermediaries

Answer 6

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

Question 7

Marketing intermediaries include

Answer 7

Resellers
Physical distribution firms Marketing services agencies Financial intermediaries

Question 8

Competitors

Answer 8

A company must provide more value to its customers than its
competitors

Question 9

Public

Answer 9

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

Question 10

SEVEN types of publics

Answer 10

Financial publics

Media publics

Government publics

Citizen-action publics

Internal publics

General public

Local publics

Question 11

Financial publics

Answer 11

Influences a company’s ability to obtain funds. Banks, investment analysts, and stockholders are the major financial publics

Question 12

Media publics

Answer 12

Carriers of news, features, editorial opinions, and other content, any form of social media

Question 13

Government publics

Answer 13

Laws, regulations, taxes

Question 14

Citizen-action publics

Answer 14

Consumer organisations, environmental groups, minority groups, public relations

Question 15

Internal publics

Answer 15

Workers, managers, volunteers, the board of directors

Question 16

General public

Answer 16

Attitude of the general public towards the company is important

Question 17

Local publics

Answer 17

Local community residents and organisations

Question 18

Types of customer markets

Answer 18

Individuals and households who buy goods and services for personal consumption

Question 19

Business markets

Answer 19

Buyers who buy goods and services for further processing or use in their production processes

Question 20

Reseller markets

Answer 20

Buyers who buy goods to resell at a profit

Question 21

Government markets

Answer 21

Government agencies that buy goods and services to produce public services or transfer goods and services to others who need them

Question 22

International markets

Answer 22

Buyers in other countries, including consumers, producers, resellers, and governments

Question 23

SIX major macroenvironment forces

Answer 23

Demographic

Economic

Natural

Technological

Political

Cultural

Question 24

Macroenvironment

Answer 24

External influences can provide both opportunities and threats to companies operating within an environment