MKT 300 Lecture Notes - Lecture 3: Federal Trade Commission, Federal Trade Commission Act Of 1914, Consumer Product Safety Act
Document Summary
First stop: microsoft: adapting to the fast-changing digital marketing environment. Marketing environment maintain successful relationships with target customers: microenvironment: actors close to the company that affect its ability to serve its customers, macroenvironment: larger societal forces that affect the microenvironment. Actors in the microenvironment: the company, suppliers, marketing intermediaries, competitors, publics, customers. Major forces in the company"s macroenvironment: demographic, economic, natural, technological, political, cultural. Demographic environment: demography: study of human populations in terms of size, density, location, age, gender, rare, occupation, and other statistics, marketers analyze: Economic environment: economic factors that affect consumer purchasing power and spending patterns: Developing economies: changes in consumer spending, differences in income distribution. Natural environment: physical environment and natural resources needed as inputs by marketers or affected by marketing activities. Environmental sustainability concerns have grown steadily over the past three decades: trends: Technological environment: new technologies create new markets and opportunities.
