Chapter 3: The Marketing Environment

Question 1

Marketing environment regards:

Answer 1

actors and forces outside the organization that affect management’s ability to build and maintain relationships with target customers. Environment offers both O & T

Question 2

What is used to collect information about the environment?

Answer 2

marketing intelligence and research

Question 3

Micro environment is:

Answer 3

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

Question 4

Microenvironment actors:

Answer 4

• company,
• suppliers,
• marketing intermediaries (Firms that help the company to promote, sell, and distribute its products to final buyers)
• customers,
• competitors
• publics (Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives.)

Question 5

Marco environment is

Answer 5

larger societal forces that affect the environment. Considered to be beyond the control of the organization.

Question 6

Macro environmental actors:

Answer 6

• Demographic forces,
• Economic forces,
• Natural forces,
• Technological forces,
• Political forces
• Cultural forces