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Chapter 3 Analyzing the Marketing Environment

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The actors and forces outside


marketing that affect marketing
managements ability to build and
maintain successful relationships
with target customers?

Marketing Environment

The larger societal forces that


affect the microenvironmentdemographic, natural,
technological, political, and
cultural forces?

Macroenvironment

The actors close to the company that


affect its ability to serve its customersthe company, suppliers, marketing
intermediaries, customer markets,
competitors, and publics?

Microenvironment

Firms that help the company to


promote, sell, and distribute its
goods to final buyers?

Marketing Intermediaries

Any group that has an actual or potential


interest in or impact on an organizations
ability to achieve its objectives?

Public

The 78 million people born


during the baby boom following
World War II and lasting until
1967?

Baby Boomers

The 45 million people born


between 1965 and 1976 in the
birth death following the baby
boom?

Generation X

The 83 million children of the baby


boomers born between 1977 and 2000?

Generation Y or Millennials

The study of human


populations in terms of size,
density, location, age, gender,
race, occupation, and other
statistics?

Demography

Differences noted over a century ago by


in how people shift their spending across
food, housing, transportation, health care,
and other goods and services categories
as family income rises?

Engels Laws

Factors that affect consumer buying


power and spending patterns?

Economic Environment

Natural Resources that are needed as


inputs by marketers or that are
affected by marketing activities?

Natural Environment

Forces that create new technologies,


creating new product and market
opportunities?

Technological Environment

Laws, government agencies, and


pressure groups that influence and
limit various organizations and
individuals in a given society?

Political Environment

Institutions and other forces that


affect societys basic values,
perceptions, preferences, and
behaviors?

DAILY DOUBLE

Cultural Environment

All of the following are forces that


affect a companys ______________?
The Company Itself
Suppliers
Marketing Intermediaries
Customers
Competitors
Publics

Microenvironment

All of the following are forces that


affect a companys _____________?
Demographic
Economic
Natural
Technological
Political
Cultural

Macroenvironment

Factors affecting this environment


include:
Shortages of raw materials
Increased pollution
Increased government intervention
Environmentally sustainable strategies

Natural Environment

All of the following groups are


examples of _________?
Financial
Media
Government
Citizen-action
Local
General
Internal

Publics

Consumers, Businesses, Resellers,


Governments and International are all
examples of different types of
___________ or ___________?

Customers or Markets

The overall aging of the U.S.


population is best described by
this macroeconomic force?

Demographic

Recently one of your suppliers has


gone out of business. Is your
company being affected by its
micro or macro economic
environment and what force?

Microenvironment and Suppliers

An overall better educated U.S.


population is best described by
this macroeconomic force?

Demographic

Recently, the advertising agency that


your marketing department uses to
create and place ads has increased
their fees by 20%. Is your company
being affected by its micro or macro
economic environment and what
force?
DAILY DOUBLE

Microenvironment and
Marketing Intermediaries

Hiring lobbyists, Running advertorials,


Pressing law suits, Filing complaints and
Forming agreements to control channels
are examples of proactive or reactive
responses? Why?

Proactive, you are attempting


to change the Marketing
Environment before it actually
changes.