Module 5 & 6: Marketing Environment and Global Marketing Flashcards
Marketing Environment
outside forces that affect marketing management’s ability and maintain successful relationships with target customers
Microenvironment
actors close to the company that affects its ability to serve its customers
Macroenvironment
larger societal forces that affect the microenvironment
Demography
the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics
Economic Environment
economic factors affect customers purchasing power and spending
Natural Environment
physical environment and natural resources needed as inputs by marketers or affected by marketing activities
Technological Environment
new technologies create new markets and opportunities
Radio Frequency Identification
technology to track products through various points in the distribution channel
Political Environment
forces that influence or limit various organizations and individuals in a society
Cultural and Social Environment
institutions and other forces that affect a society’s basic values, perceptions, and behaviors
Core Beliefs and Values
have a high degree of persistence
Secondary Beliefs and Values
more open to change
Global Firm
gains research and development, production, marketing, and financial advantages that are not available to purely domestic competitors
Demographic Characteristics
education, population size & growth, population age composition
Political and Legal Forces
national priorities, political stability, government attitudes toward global trade, government bureacracy, monetary & trade regulation
