Chapter 3 Flashcards
marketing environment
the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers
microenvironment
the actors close to the company that affect its ability to serve its customers-the company, suppliers, marketing intermediaries, customer markets, competitors, and publics
macroenvironment
the larger societal forces that affect the microenvironment-demographic, economic, natural, technological, political, and cultural forces
marketing intermediaries
firms that help the company to promote, sell, and distribute, its goods to final buyers
public
ny group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives
demography
the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics
baby boomers
people born during the years following WW2 and lasting until 1964
generation X
people born between 1965 and 1976 in the birth dearth following the baby boom
millennials/generation Y/echo boomers
the children of the baby boomers born between 1977 and 2000
economic environment
economic factors that affect consumer purchasing power and spending patterns
natural environment
natural resources that are needed as inputs by marketers or that are affected by marketing activities
environmental sustainability
developing strategies and practices that create a world economy that the planet can support indefinitely
technological environment
forces that create new technologies, creating new product and market opportunities
political environment
laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society
cultural environment
institutions and other forces that affect society’s basic values, perceptions, preferences, and behaviors
