Study your flashcards anywhere!

Download the official Cram app for free >

  • Shuffle
    Toggle On
    Toggle Off
  • Alphabetize
    Toggle On
    Toggle Off
  • Front First
    Toggle On
    Toggle Off
  • Both Sides
    Toggle On
    Toggle Off
  • Read
    Toggle On
    Toggle Off
Reading...
Front

How to study your flashcards.

Right/Left arrow keys: Navigate between flashcards.right arrow keyleft arrow key

Up/Down arrow keys: Flip the card between the front and back.down keyup key

H key: Show hint (3rd side).h key

A key: Read text to speech.a key

image

Play button

image

Play button

image

Progress

1/15

Click to flip

15 Cards in this Set

  • Front
  • Back
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 customers - the company, suppliers, marketing intermediaries, customer markets, competitors, and publics
Macroenvironment
the larger societal forces that affect the microenvironment - demographic, economic, natural, technological, political, and cultural forces
marketing intermediaries
firms that help the company to 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 in or impact on an organizatoin's ability to achieve its objectives
demography
the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics
baby boomers
78 million people born during baby boom following WWII and lasting until early 1960s
Generation X
45 million people born between 1965 and 1976 in the "birth dearth" following the baby boom
Generation Y
72 million children of the baby boomers, born between 1977 and 1994
Economic environment
factors that affect consumer buying power and spending patterns
Engel's law
differences in how people shift their spending across food, housing, transportation, health care, and other goods and service categories as family income rises
natural environment
natural resources that are needed as inputs by marketers or that are affected by marketing activities
technological environment
forces that create 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