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16 Cards in this Set

  • Front
  • Back
Natural environment
Natural resources that are needed as inputs by marketers or that are affected by marketing activities
Engel's Laws
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.
Economic environment
Factors that affect consumer purchasing power and spending patterns
Generation Y
- 72 million babies born
- Children of baby boomers
(echo boomers)
Generation X
- 49 million babies born
(in the "birth dirth" following the baby boom
Baby boomers
- 78 million babies born
The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics
(major interest because it involves people and poepl makeup markets)
7 types of publics
1. Financial publics
2. Media publis
3. Government publics
4. Citizen-action publics
5. Local publics
6. General public
7. Internal publics
A public is any group that has an actual or potential interest in, or impact on, an organization's ability to achieve its objectives.
Marketing intermediaries
Firms that help the company to promote, sell, and distribute its goods to final buyers. They include resellers, physical distribution firms, marketing services agencies, and financial intermediaries.
The large societal forces that affect the microenvironment
- demographic, economic, natural, technological, political, and cultural forces.
The actors close to the company that affect its ability to serve its customers
- the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.
Marketing environment
The actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers.
Technological environment
Forces that creat new technologies, creating new product and market opportunities.
Political environment
Laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society.
Cultural environment
Institutions and other forces that affect society's basic values, perceptions, preferences, and behaviors.