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7 Cards in this Set

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  • Back
Marketing Environment
the actors and forces outside marketing that affect marketing management's ability to build and maintain relationships with target customers
Microenvironment
the actors close to the company that affect its ability to serve its customers- the company, suppliers, marketing intermediareies, customer markets, competitors, and publics
Macroenvironment
larger societal forces that affect the microenvironment- demographic, economic, natural, technological, political, and cultural
Marketing Intermediaries
firms that help the company promote, sell and distribute its goods to final buyers, they include resellers, physical distribution firms, marketing service agencies and financial intermediaries
Public
any group that has an actual or potential interest or impact on the organization's ability to achieve its objectives
demography
study of human populations in terms of size, denstity, location, age, gender, race, occupation and other statistics
engel's laws
differences noted by Ernst Engel in how people shift their spending across food, housing, health care, etc. as family income rises