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1.

Baby boomers

include people born between 1946 and 1964. Most affluent Americans buy goods and services for further processing or for use in their production process include consumer organizations, environment groups, and minority groups The Company Suppliers Marketing intermediaries Customers Competitors Publics Firms must gain strategic advantage by positioning their offerings against competitors' offerings have a high degree of persistence, are passed on from parents to children, and are reinforced by schools, churches, businesses, and government consists of institutions and other forces that affect a society's basic values, perceptions, and behaviors consist of individuals and households that buy goods and services for personal consumption is important because it involves people, and people make up markets include age, family structure, geographic population shifts, educational characteristics, and population diversity is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics consists of factors that affect consumer purchasing power and spending patterns As income rises: The percentage spent on food declines The percentage spent on housing remains constant The percentage spent on savings increases

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Financial intermediaries

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Business markets

include banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods influence the company's ability to obtain fundsbanks, investment houses, and stockholders influence the company's public image includes people born between 1965 and 1976. High divorce rates Concerned about the environment Respond to socially responsible companies Less materialistic Quality of life Consumer organizations, environment groups, and minority groups includes people born between 1977 and 2000. Internet generation is important in segmenting people by lifestyle of life state instead of age buy goods and services to produce public services or transfer goods and services to others who need them influence product safety and truth in advertising Upper-class consumers Middle-class consumers Working-class consumers Underclass consumers Protect companies Protect consumers Protect the interests of society are richer markets Top management Finance R&D Purchasing Operations Accounting include workers, managers, volunteers, and directors consist of buyers in other countries including consumers, producers, resellers, and governments

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Citizen-action publics Company's microenvironment consists of...

Financial publics General publics Generation X

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Competitors

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Core beliefs and values

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Generation Y

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Cultural environment Customer markets

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Generational marketing Government markets Government publics Income distribution

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Demographic environment Demographic trends

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Demography

Increasing legislation does what? Industrial economies Internal environment includes:

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12.

Economic environment Def: Ernst Engel Engel's Law

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Internal publics International markets

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Legislation regulating business consists of: Local publics Macroenvironment

Public policy to guide commercesets of laws and regulations that limit business for the good of society at large include neighborhood residents and community organizations consists of the larger societal forces that affect the microenvironment Demographic Economic Natural Technological Political Cultural Themselves Others Organization Society Nature and the universe includes the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with customers Help the company to promote, sell, and distribute its products to final buyers Resellers Physical distribution firms Marketing services agencies Financial intermediaries are the marketing research firms, advertising agencies, media firms, and marketing consulting firms that help the company target and promote its products to the right markets Ethnicity Gay and lesbian Disabled

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More people are:

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Divorcing or separating Choosing not to marry Choosing to marrying later Marrying without intending to have children Higher divorce rates Increased number of working women Stay-at-home dads involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities Some feel ruled by it Some feel in harmony with it Some seek to master it Patriots defend it Reformers want to change it Malcontents want to leave it Renewed interest in spirituality

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Natural environment People's view of nature People's view of society People's view of the universe Physical distribution firms Political Environment Political environment

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Major cultural values of a society are expressed in people's view of: Marketing Environment

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are the distribution channel firms that help the company to stock and move goods from their points of origin to their final destination Increased Emphasis on Ethics and Socially Responsible Actions consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society Taking aggressive actions to affect forces in the environment Any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives Watching and reacting to forces in the environment buy goods and services to resell at a profit are the distribution channel firms that help the company find customers or make sales to them Wholesalers Retailers are more open to change

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Marketing Intermediaries Marketing Intermediaries include: Marketing service agencies

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Proactive Publics

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Reactive Reseller markets Resellers

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Markets are becoming more diverse both nationally and internationally. Trends Include: Media publics

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carry news, features, and editorial opinionnewspapers, magazines, and radio and television stations consists of 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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Resellers include: Secondary beliefs and values Socially responsible behavior Subsistence economies

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Microenvironment

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occurs when firms actively seek out ways to protect the long-term interests of their consumers and the environment -Cause-related marketing consume most of their own agriculture and industrial output

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Suppliers

Provide the resources to produce goods and services Treated as partners to provide customer value Most dramatic force in changing the marketplace with many positive and negative effects Rapid change Provides new markets and new opportunities: Internet Medicine Miniaturization Weapons Credit cards Communication Demographic environment Economic environment Natural environment Technological environment Political environment Cultural environment Migratory movements between and within countries Moving from rural to metropolitan areas Changes in where people work Telecommuting Home office Divorcing or separating More educated More white collar More professional Shortages of raw materials Increased pollution Increased government intervention Environmentally sustainable strategies Green marketing Financial publics Media publics Government publics Citizen-action publics Local publics General public Internal publics Reacting and adapting to forces in the environment involves ways to offer financially cautious buyers greater valuethe right combination of quality and service at a fair price

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Yankelovich Monitor's consumer segments:

Do-It-Yourselfers recent movers Adventurers

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Technological Environment

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The Company's Macroenvironment consists of:

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Trends include:

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Trends include:

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Trends of natural environment:

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Types of Publics:

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Uncontrollable Value marketing

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