Chapter 3 Textbook Summary.docx

4 Pages

Management and Organizational Studies
Course Code
Management and Organizational Studies 2320A/B
Kevin Thompson

This preview shows page 1. Sign up to view the full 4 pages of the document.
Chapter 3  Marketing Environment: consists of the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers  Marketers have two special aptitudes o Marketing research o Marketing intelligence  Microenvironment: consists of the actors close to the company that affect its ability to serve it’s customers  Macroenvironment: consists of the larger societal forces that affect the microenvironment  Marketing management takes other company groups into account which form the internal environment  Suppliers form an important link in the company’s overall customer value delivery system  Marketing: o The company o The suppliers o Marketing intermediaries o Competitors o Publics o Customers  Marketing intermediaries: help the company promote, sell, and distribute its products to final buyers  Resellers are distribution channel firms that help the company find customers or make sales to them  Physical distribution firms help the company to stock and move gods from their points of origin to their destination  Financial intermediaries are businesses that help finance transactions  The marketing concept states that, to be successful, a company must provide greater customer value and satisfaction than their competition  Each firm should consider its own size and industry position compared to those of its competitors  Public: any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives o Financial publics (obtain funds) o Media publics (news) o Government publics o Citizen-action publics o Local publics (neighborhood residents and community organizations) o General public o Internal public (workers, managers, volunteers, board of directors)  Customers are the most important actors in the company’s microenvironment  Consumer markets consist of individuals and households that buy goods and services for personal consumption  Business markets buy goods and services for further processing or for use in their production process  Reseller markets buy goods and services to resell at a profit  Government markets are made up of government agencies that buy goods and services to produce public services or transfer the goods and services to others who need them  International markets consist of these buyers in other countries, including consumers, producers, resellers, and governments  Demography: the study of human populations in terms of size, density, location, age gender, race, occupation, and other statistics o Marketers keep close track of trends and developments in their markets, both at home and abroad o Canada’s population is getting older o The Canadian population contains several generational groups o Baby Boomers: almost 10 million Canadians born during the baby boom following WWII and lasting until the mid-1960s  Started later than Americans  One of the most powerful forces shaping the marketing environment  Account for a third of Canada’s population  Control over 50% of Canada’s wealth o Generation X: the 7 million Canadians born between 1967-1976 in the “birth dearth” following the baby boom  Increasing parental divorce  Higher employment for their mothers  First generation of latchkey kids  Grown up during recession and corporate downsizing – more cautious economic outlook
More Less
Unlock Document

Only page 1 are available for preview. Some parts have been intentionally blurred.

Unlock Document
You're Reading a Preview

Unlock to view full version

Unlock Document

Log In


Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.