Lecture 2

Question 1

Define the marketing environment and name its two subtypes.

Answer 1

The actors & forces outside marketing that affect a manager’s ability to build and maintain successful relationships with customers. The two types are microenvironment & macroenvironment.

Question 2

Define what the microenvironment in marketing is.

Answer 2

• Involves actors close to the company.

Question 3

Define what the macroenvironment in marketing is.

Answer 3

• Involves larger societal forces.