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5 Cards in this Set
- Front
- Back
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Define: Microenvironment |
The actors close to the company that influence its ability to serve its customers. These are the company itself, suppliers, market intermediaries, customer markets, competitors and publics |
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Define: Macroenvironment |
Larger societal forces that affect the Microenvironment (demoraphic, economic, technological, natural, political and cultural factors) |
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Define: Marketing Intermediaries |
Firms/individuals that promote, sell and distribute the company and its products to the end-users |
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Define: Public |
A group which can have a significant potential influence on a company's ability to achieve its objectives. E.g. financial, government, media, local, citizen-action, internal public, etc. |
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Define: Cultural Environment |
Forces which affect a society's basic values, perceptions, preferences and behaviors (important for consumer analysis) |
