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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. |
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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. |
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Macroenvironment |
The larger societal forces that affect the microenvironment—demographic, economic, natural, technological, political, and cultural forces. |
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Marketing intermediaries |
Firms that help the company to promote, sell, and distribute its goods to final buyers. |
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Public |
Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives. |
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Demography |
The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. |
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Baby boomers |
The 78 million people born during years following World War II and lasting until 1964. |
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Generation X |
The 45 million people born between 1965 and 1976 in the “birth dearth” following the baby boom. |
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Millennials (or Generation Y) |
The 83 million children of the baby boomers, born between 1977 and 2000. |
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Economic environment |
Economic factors that affect consumer purchasing power and spending patterns. |
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Natural environment |
Natural resources that are needed as inputs by marketers or that are affected by marketing activities. |
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Environmental sustainability |
A management approach that involves developing strategies that both sustain the environment and produce profits for the company. |
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Technological environment |
Forces that create new technologies, creating new product and market opportunities. |
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Political environment |
Laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society. |
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Cultural environment |
Institutions and other forces that affect society’s basic values, perceptions, preferences, and behaviors. |