Chapter 3: marketing environment

Question 1

marketing environment

Answer 1

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

Question 2

Microenvironment

Answer 2

actors close to the company that affect its ability to serve its customers

Question 3

What are the main actors in the microenvironment

Answer 3

company, suppliers, marketing intermediaries, competitors, publics and customers

Question 4

macroenvironment

Answer 4

large societal forces that affect the actors in the microenvironment

Question 5

demography

Answer 5

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

Question 6

baby boomers

Answer 6

those born between 1946 and 1964. This is the wealthiest generation in US history and is digitally active and increasingly social media savvy

Question 7

Generation x

Answer 7

Born between 1965 and 1976. They are sensible shoppers who research products before they consider to purchase and prefer quality over quantity

Question 8

Millenials

Answer 8

between 1977 and 2000. They are comfortable with digital technology and engage with brands in a new way

Question 9

Generation z

Answer 9

people born after 2000, forming new brand relationships that will affect their buying well into the future. They do product research before buying a product

Question 10

generational marketing

Answer 10

some experts warn that marketers need to be careful about turning off one generation each time they craft a product or message that appeals effectively to another

Question 11

the changing American family

Answer 11

marketing must consider the special needs of nontraditional households because they are now growing more rapidly than traditional households

Question 12

geographic shifts in population

Answer 12

period of great migratory movement between and within countries

Question 13

economic environment

Answer 13

economic factors that affect consumer purchasing power and spending patterns. Marketers should pay attention to income distribution and income levels

Question 14

natural environment

Answer 14

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

Question 15

environmental sustainability

Answer 15

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

Question 16

technological environment

Answer 16

forces that create new technologies, creating new product and market opportunities

Question 17

political environment

Answer 17

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

Question 18

socially responsible behaviour

Answer 18

enlightened companies encourage their managers to look beyond what the regulatory system allows and simply “do the right thing”

Question 19

cause related marketing

Answer 19

companies are linking themselves to worthwhile causes

Question 20

the cultural environment

Answer 20

institutions and other forces that affect a society’s basic values, perceptions, preferences and behaviors. People grow in a particular society that shapes their basic beliefs and values

Question 21

the persistence of cultural values

Answer 21

people hold beliefs and values and these shape more specific attitudes and behaviors found in everyday lives

Question 22

peoples view of themselves

Answer 22

people vary in their emphasis on serving themselves versus serving others. some seek personal pleasure and others self realization

Question 23

peoples views of others

Answer 23

peoples attitudes towards and interactions with others shift over time

Question 24

peoples views of organizations

Answer 24

people vary in their attitudes toward corporations, government agencies, trade unions, universities and other organizations

Question 25

peoples views of society

Answer 25

people vary in their attitudes towards society

Question 26

peoples views of nature

Answer 26

people vary in their attitudes toward the natural world and environment

Question 27

peoples view of the universe

Answer 27

people vary in their beliefs about the origins of the universe and their place in it