Chapter 3

Question 1

The marketing environment

Answer 1

The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers

Question 2

The Marketing Environment is divided into 2 main groups:

Answer 2

Micro-environment (Actors — they are controllable)

Macro-environment (Forces …. They are uncontrollable )

Question 3

Micro-environment

Answer 3

Micro-environment consists of the actors close to the company that affect its ability to serve its customers—the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.

Question 4

Macro-environment

Answer 4

Macro-environment consists of the larger societal forces that affect the microenvironment—demographic, economic, natural, technological, political, and cultural forces.

Question 5

Marketing intermediaries

Answer 5

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

Question 6

Public

Answer 6

Any group that has an actual or potential interest in or impact on an organization´s ability to achieve its objectives.

Question 7

Demography

Answer 7

The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.

Question 8

Baby boomers

Answer 8

The 78 million people born during the years following World War ll and lasting until 1964

Question 9

Generation X

Answer 9

The 49 million people born between 1965 and 1976 in the ´´birth dearth´´ following the baby boom

Question 10

Millennials (or Generation Y)

Answer 10

The 83 Million children of the baby boomers born between 1977 and 2000.

Question 11

Generation Z

Answer 11

People born after 2000 (although many analysts include people born after 1995) who make up the kids, tweens, and teens markets.

Question 12

Economic environment

Answer 12

Economic factors that affect consumer purchasing power and spending patterns.

Question 13

Natural environment

Answer 13

The physical environment and the natural resources that are needed as inputs by marketers or that are affected by marketing activities.

Question 14

Environmental sustainability

Answer 14

Developing strategies and practices that create a world economy that the planet can support indefinitely.

Question 15

Technological environment

Answer 15

Forces that create new technologies creating new product and market opportunities.

Question 16

Political environment

Answer 16

Laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society.

Question 17

Cultural environment

Answer 17

Institutions and other forces that affect society´s basic values, perceptions, preference, and behaviours.