Chapter 4: Marketing Environment Defined

The factors and forces outside marketing's direct control that affect marketing management's ability to develop and maintain successful transactions with target customers. Marketing Environment Microenvironment Factors close to the company that affect its ability to serve its customers. Unique to the company. Macroenvironment Larger societal forces that affect the microenvironment. Considered to be beyond the control of the organization. Demographics Markers track changing age and family structure, geographic population shifts, educational characteristics, and population diversity. Baby Boomers Aging of boomers increases Canada's average age. Major influencer of demographic and socioeconomic change. Prime target of consumer product marketers. Economic Environment All those factors that affect consumer buying power and spending patterns. Income levels and distribution The "necessity" of products Changes in trends and consumer spending patterns Economies of different nations Cultural Environment The institutions and other forces that affect a society's basic values, perceptions, preference, and behaviours. Cultural values are highly persistent. Learned from family and community. International Trade Issues Trade restrictions Tariffs Quotas Exchange controls

Non-tariff barriers World Trade Organization Economic communities

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