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15 Cards in this Set
- Front
- Back
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Marketing environment
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the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers
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Microenvironment
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the actors close to the company that affect its ability to serve customers - the company, suppliers, marketing intermediaries, customer markets, competitors, and publics
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Macroenvironment
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the larger societal forces that affect the microenvironment - demographic, economic, natural, technological, political, and cultural forces
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marketing intermediaries
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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
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public
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any group that has an actual or potential interest in or impact on an organizatoin's ability to achieve its objectives
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demography
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the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics
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baby boomers
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78 million people born during baby boom following WWII and lasting until early 1960s
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Generation X
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45 million people born between 1965 and 1976 in the "birth dearth" following the baby boom
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Generation Y
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72 million children of the baby boomers, born between 1977 and 1994
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Economic environment
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factors that affect consumer buying power and spending patterns
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Engel's law
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differences in how people shift their spending across food, housing, transportation, health care, and other goods and service categories as family income rises
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natural environment
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natural resources that are needed as inputs by marketers or that are affected by marketing activities
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technological environment
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forces that create new technologies, creating new product and market opportunities
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political environment
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laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society
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cultural environment
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institutions and other forces that affect society's basic values, perceptions, preferences, and behaviors
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