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16 Cards in this Set

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Marketing Environment
The actors and forces outside marketing that effect 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 its 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 distrubution firms, marketing service agencies, and financial intermediaries.
Public
Any group that has an actual or potential interest in or impact on an organization'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
The 78 million people born during the baby boom, following World War II and lasting until the early 1960s.
Generation X
The 45 million people born between 1965 and 1976 in the "birth dearth" following the baby boom.
Generation Y
The 72 million childnre of the baby boomers, born between 1977 and 1994.
Economic Environment
Factors that affect consumer buying power and spending patterns.
Engel's Laws
Differences noted over a century ago by Ernst Engel in how people shift their sending across food, housing, transportation, health care, and other goods and services 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.
Environmental management perspective
A management perspective in which the firm takes aggressive actions to affect the publics and forces in its marketing environment rather than simply watching and reacting to them.