Chapter 4

Question 1

Marketing environment

Answer 1

outsides actors and forces that affect company’s ability to build and maintain successful relationships with target markets.

Question 2

Microenvironment

Answer 2

factors close to the company that affect its ability to serve customers:

1) The company itself
2) Existing competitors (to analyze them consider: a) share of market, b) mind and c) heart)
3) Suppliers and intermediaries
4) Customers and publics

Question 3

Macroenvironment

Answer 3

larger societal forces that affect the entire microenvironment:

1) Future competitors (competitors’ ability to enter and exit markets depends on the industry)
2) Demographical environment
3) Economic environment
4) Technological environment
5) Natural environment
6) Political environment
7) Cultural environment

Question 4

Environmental marketing management

Answer 4

it consists in taking aggressive actions to affect the publics and forces in the marketing environment rather than simply watching and reacting to them.