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15 Cards in this Set
- Front
- Back
- 3rd side (hint)
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What are the 2 Environmental sources |
-Microenvironment -Macroenviroment - |
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Microenviroment |
Forces direct impact to the company (Internal & External) |
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The Microenvironment (6) |
1) the company 2)suppliers 3)market intermediaries 4) competitors 5) public’s 6)customers |
Figure 4.1 (diagram) |
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Market Intermediaries (agreements) |
~Market service agencies
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Public’s (6) |
1) Financial Publics 2) Media Public’s 3) government public’s 4)citizen-action public’s 5) legal public’s 6)general public’s |
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Demographic Environmental |
-study of human populations -strategic decisions based on demographics |
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3 largest generational groups |
1) baby boomers 1947-1966 2) generation x 1967-1976 3) Generation Y 1977-2000 |
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The Economic Enviroment |
These factors affect spending; 1) Changes in income (personal debt) 2) Changes in spending patterns (different income levels result in different spending patterns) |
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Natural Environment |
Natural resources used to produce goods has increased pollution & raw materials. |
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Responding to Marketing Enviroment |
-initiating lawsuits -filing complaints - missed/seized opportunities |
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Macro Enviroment |
Include political, social , economic and legal factors |
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Chapter 5 |
Managing Marketing Information |
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Customer Insights |
-Understanding the customers & the marketplace -develop competitive advantages -insights can come from various sources |
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Marketing Information System(s) (MIS) |
1- assessing the needed info 2-develop the needed info 3-analyze & use the info |
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1- Assessing the needed Info |
-MIS has limitations -MIS is expensive |
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