MKTG 341 Chapter Notes - Chapter 4: Generation Z, Citizen Action, Millennials
10 May 2017
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Document Summary
Marketing environment = the actors & forces outside marketing that affect marketing management"s ability to build and maintain successful relationships with target customers: consists of microenvironment & macroenvironment. Microenvironment = actors close to the company that affect its ability to serve its customers the company, suppliers, marketing intermediaries, customer markets, competitors, & publics. Macroenvironment = larger societal forces that affect the microenvironment demographic, economic, natural, technological, political, & cultural forces. The microenvironment: company"s value delivering network, actors in the microenvironment. Marketing intermediaries = firms that help company promote, sell, & distribute goods to final buyers. Internal ! (workers, managers, volunteers, board of directors) use newsletters & others to motivate & inform internal public: customers are most important actors. The macroenvironment: major forces on company"s macroenvironment: demographic, economic, natural, technological, political, cultural. Demography = study of human populations in terms of size, destiny, location, age, gender, race, occupation, & other stats: most important demographic groups in canada:
