Chapter 3 The Marketing Environment

1. Describe the environmental forces that affect the company’s ability to serve its
customers.
a. Microenvironment
i. Company
ii. Suppliers
iii. Marketing Intermediaries
iv. Customers
v. Competitors
vi. Public
b. Macroenvironment
2. Explain how changes in the demographic and economic environments affect
marketing decisions
a. The Demographic Environment
b. The Economic Environment
3. Identify the major trends in the firm’s natural and technological environments
a. Natural Environment
b. Technological Environment
4. Explain the key changes in the political and cultural environments
a. Political Environment
b. Cultural Environment
5. Discuss how companies can react to the marketing environment
a. Responding to the Marketing Environment