MAR 301 Lecture 4: 9-13
Document Summary
The marketing environment inclues the actors and forces outside marketing that affect marketing managements ability to build and maintain successful relationships with customers. Microenvironment: consists of the actors close to the company that affect its ability to serve its customers, the comapny, suppliers, marketing intermediaries, customer markets, competitors, and publics. Controllable: company, suppliers, marketing intermediaries, competitors, publics, customers. Demo environment: demography is the study of human populations in terms of size, density, location, age,sex, race, occupation, and other statistics. Demo environment is important because it involves people and people make up the markets. Demos include age, family structure, geographic population shifts, educational characteristics, and population diversity some other trends in demographics: Generational marketing is important in segementing people by lifestly of the life state instead of age. Political and legal environment: consists of law, government agencies, and pressure groups which influence or limit various organizations and individuals in a goven society.
