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11 Cards in this Set
- Front
- Back
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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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Cultural Environment
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institutions and other forces that affect a society’s basic values, perceptions, and behaviors
Core Beliefs = harder to change Secondary Beliefs = more open to change |
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Macroenvironment
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larger forces that effect microenvironment:
Demographic, Economic, Natural, Technological, Political, Cultural |
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Microenvironment
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close to company and affect ability to serve customers:
Company, Suppliers, Marketing Intermediaries, Customers, Competitors, Publics |
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Demographic Environment
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demography, demographic trends, Gen X, Gen Y
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Generational Marketing
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segmenting people by lifestyle of life state instead of age
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Technological Environment
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forces that create new technologies, creating new product and market opportunities
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Economic Environment
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affect customer buying power and spending patterns:
Subsistance- consume most of their agriculture Industrial- richer Leads to value marketing |
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Engel's Law
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As income rises:
The percentage spent on food declines The percentage spent on housing remains constant The percentage spent on savings increases |
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Public
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Any group with actual or potential interest in/impact on organization’s ability to achieve objectives:
-Financial publics -Media publics -Government publics -Citizen-action publics -Local publics -General public -Internal publics |
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Responses to Market
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-Uncontrollable - react and adapt to forces in environment
-Reactive - watch and react to forces -Proactive - progressive actions to affect forces |
