The marketing environment Flashcards
1
Q
What is a marketing environment?
A
The actors and forces that affect a company’s ability to provide products and services to customers
2
Q
What is the macroenvironment?
A
A number of broad forces that affect not only the company but also the other actors in the micro environment
3
Q
What is the microenvironment?
A
Actors in the company’s immediate environment that affect its ability to operate effectively
4
Q
What does a peest analysis consist of?
A
- Political/legal
- Economic
- Ecological/physical
- Social/cultural
- Technological
5
Q
What are some political and legal forces?
A
- European union wide laws
- National laws
6
Q
What are some economic forces?
A
- Economic growth and unemployment
- Interest and exchange rates
- EU and eurozone
- China and India
- Russia and Brazil
7
Q
What are some ecological forces?
A
- Global warming
- Pollution
- Energy and scarce resource conservation
8
Q
What are some technological forces?
A
- Technological breakthroughs
- Marketing based tech innovation
- Technological exploitation
9
Q
What entities are part of a firm’s “microenvironment”?
A
- Customers
- Competitors
- Distributors
- Suppliers
10
Q
What are the three components of the strategic marketing fit?
A
- Environment
- Strategy
- Organisation
