Chapter 3: Analyzing The Marketing Environment

Front 1

Describe a company's marketing environment.

Back 1

Marketing environment: the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers
- Microenvironment: the actors close to the company that affect its ability to serve its customers – the company, suppliers, marketing intermediaries, customer markets, competitors and publics
- Microenvironment: the larger societal forces that affect the microenvironment – demographic, economic, ecological, technological, political, and cultural forces

Front 2

Further explain microenvironment.

Back 2

There are six major influences when it comes to a company’s microenvironment:
- The company
- Suppliers: form an important link in the company’s overall customer value delivery system
- Marketing intermediaries: help the company to promote, sell and distribute its products to final buyers
- Customers
- Competitors
- Publics
- Physical distribution firms: help the company to stock and move goods from their points of origin to their destinations
- Marketing services agencies
- Financial intermediaries

Front 3

Further explain publics.

Back 3

any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives
- Financial publics: influences the company’s ability to obtain funds
- Media publics: carries news, features and editorial opinion
- Government publics: laws etc.
- Citizen-action publics
- Local publics: neighborhood residents and community organizations
- General publics: a company needs to be concerned about the general public’s attitude toward its product and activities
- Internal publics: includes workers, managers, volunteers, board of directors

Front 4

What is customer, business, resell and government markets?

Back 4

Customer markets: consists of individuals and households that buy goods and services for personal consumption
Business markets: buy goods and services for use in their operations
Resell markets: buy goods and services to resell at a profit
Government markets: made up of government agencies that buy goods and services to produce public services or transfer the goods and services to others who need them

Front 5

Further explain macro environment.

Back 5

The company is unlikely to have any influence on these forces, and that is why they are especially important to keep track on. There are six major forces in the company’s macro environment:
- Demographic forces: the study of human populations in terms of size, density, location, age, gender, occupation, and other statistics.
- Economic forces
- Ecological forces
- Technological forces
- Political forces
- Cultural forces

Front 6

Name three generation of people?

Back 6

Baby boomers
Generation X
Generation Y

Front 7

How is the family structures changing?

Back 7

Changing family structures: the traditional household is changing, marketers must consider the special needs of non-traditional households.

Front 8

What is ecological, technological, political and social, cultural environment?

Back 8

- Ecological environment: people have become more environmentally sustainable.
- Technological environment: consists of forces that create new technologies, new products and market opportunities.
- Political and social environment: marketing decisions are strongly affected by the political environment, which consists of laws government agencies and pressure groups.
- Cultural environment: is made up of institutions and other forces that affect a society’s basic values, perceptions, preferences and behaviors.