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33 Cards in this Set
- Front
- Back
Define: Marketing environment
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The forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers.
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Define: Microenvironment
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The forces close to the company that affect its ability to serve its customers--the company, suppliers, marketing intermediaries, customer markets, competitors, and publics
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Define: Macroenvironment
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The larger societal forces that affect the organization's marketing activities--demographic, economic, natural, technological, political, and cultural forces.
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Define: Marketing intermediaries
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Firms that help the company to promote, sell, and distribute its goods to its customers
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Define: Public
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Any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives.
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Define: Demography
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The study of human population in terms of size, density, location, age, gender, race, occupation, and other statistics.
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Define: Baby Boom
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The major increase in the annual birth rate following World War II and lasting until the early 1960s. The baby boomers, now moving into middle age, are a prime target for marketers.
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Define: Economic environment
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Factors that affect consumer purchasing power and spending patterns
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Define: Engel's laws
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Differences noted over a century ago by Ernst Engel in how people shift their spending across food, housing, transportation, health care, and other goods and services categories as family income rises
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Define: Natural environment
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Natural resources that are needed as inputs by marketers or that are affected by marketing activities
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Define: Technological environment
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Forces that create new technologies, creating new product and market opportunities
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Define: Political environment
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Laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society.
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Define: Cultural environment
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Institutions and other forces that affect society's basic values, perceptions, preferences, and behaviours.
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Define: Tariff
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A tax levied by a government against certain imported goods to either raise revenue or protect domestic firms.
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Define: Quota
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A limit on the amount of goods that an importing country will accept in certain product categories to conserve on foreign exchange and to protect local industry and employment
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Define: Embargo
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A ban on the import of certain goods
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Define: Exchange controls
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Government limits on the amount of its foreign exchange with other countries and on its exchange rate against other currencies
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Define: Nontariff trade barriers
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Nonmonetary barriers to foreign products, such as biases against a foreign company's bid or product standards that go against a foreign company's product features
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Define: Economic community
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A group of nations organized to work toward common goals in the regulation of international trade
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All microenvironments affect all industries in the same way and to the same degree
TRUE OR FALSE |
FALSE
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Publics belong in the microenvironment because companies can directly manage their relationships with them
TRUE OR FALSE |
TRUE
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Demographic data is often more powerful, revealing, and usable when combined with economic data
TRUE OR FALSE |
TRUE
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Understanding the marketing environment is critical only for those companies that practice the marketing and societal marketing philosophies
TRUE OR FALSE |
FALSE
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As companies look to expand into international markets, they generally do not need to reassess their microenvironments
TRUE OR FALSE |
FALSE
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A company's ___________ consists of the forces outside marketing that affect marketing management ability to develop and maintain successful relationships with target customers.
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marketing environment
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The___________ consists of the forces close to the company that affect its ability to serve its customers-- the company, marketing channel firms, customer markets, competitors, and publics.
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microenvironment
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_____________ (such as retailers, whoesalers, distributors, brokers, marketing services agencies, and financial intermediaries) help the company to promote, sell, and distribute its goods to final buyers.
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marketing intermediaries
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The company's marketing environment includes various publics. If a company's marketing decisions were questioned by residents of a neighbourhood or a community organization, then the company would need to develop strategies to respond to these _____________ publics.
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local
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One of _________ laws is that as family income rises, the percentages spent on food declines.
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engel's
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Marketers should be aware of several trends in the natural environment. Chief among these are the _______, ________, and _________.
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growing shortages of raw materials, increased pollution, and increased government intervention in natural resource management
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Business legislation has been enacted for a number of reasons. Chief among these are to protect ________, to protect __________, and to protect ____________.
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companies from each other, consumers from unfair business practices, the interests of society against unrestrained business behaviour
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The major cultural values of a society are expressed in people's views of themselves and others. Recent studies suggest that consumers are interested in getting out more, in family concerns, and in helping others. This is evidence that our society is moving more toward a "_________ - society."
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we
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Companies that take an _____________ take aggressive actions to affect the publics and forces in their marketing environment rather than simply watching and reacting to them.
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environmental management perspective
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