Chapter 3 Flashcards
microenvironment
factors close to the company that affect customers; suppliers, competitors
macro environment
larger societal forces that affect the microenvironment; economic, natural, political forces
marketing intermediaries
firms that help the company to promote, sell and distribute (marketing services agencies, financial intermediaries)
public
any group that has an interest or impact on the companies ability to achieve its goals
examples of publics
financial, media, government, local
3 markets
consumer markets
business markets: use for further processing or production
reseller markets: buy to resell at a profit
environments (6)
marketing, economic, natural, technology, political, cultural
order of boomers…
baby boomers, generation x, generation y
economies (3)
industrial: rich markets for many different products
subsistence: consume most of their own agriculture and industrial output
developing: can be really good to enter for some products
business legislation has been enacted to:
- protect companies from each other
- protect consumers
- protect interests of society