Chapter 5 - Analyzing the Marketing Environment

Question 1

What is the marketing environment?

Answer 1

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

Question 2

Micro enviroment vs Macroenviroment

Answer 2

Micro evnviroment - actors close to the company that affect its ability to serve its customers
Macro enviroment - broader societal forces that affect the microenvironment

Question 3

Micro factors include

Answer 3

• the company, suppliers, marketing intermediaries,competitors, publics, customers

Question 4

What are the 5 type of customer markets?

Answer 4

• consumer
• business
• reseller
• government
• international

Question 5

What is the demographic enviroment?

Answer 5

marketers look at changes family structures, pop. Shifts, educational characteristics, pop. diversity

Question 6

Demography

Answer 6

study of human populations of size, density, location, age, gender, race, occupation etc.

Question 7

Economic enviroment

Answer 7

consists of factors that affect consuming purchasing power and spending patterns

Question 8

Natural/Social environment

Answer 8

physical environment and natural resources needed as inputs by marketers or affected by marketing activities
- social trends, health and wellness, child obesity

Question 9

Technological enviroment

Answer 9

create new markets & opportunities

Question 10

Political enviroment

Answer 10

laws, gov. agencies, pressure groups, limit org. and individuals in a given society

Question 11

Cultural enviroment

Answer 11

institutions and other forces that affect society’s basic values, perceptions and behaviors