MKC1200 Chapter Notes -Social Class, Cognitive Dissonance, Selective Exposure Theory
Document Summary
A marketing environment involves the actors and forces outside marketing that affect marketing management"s ability to develop and maintain successful transactions with its customers. The microenvironment is the forces close to the organisation that affect its ability to serve customers. The macroenvironment is the larger societal forces that affect the whole microenvironment. There are six major forces: economic, technological, demographic, natural, political and cultural. Marketing intermediaries help an organisation to promote, sell and distribute its goods to final buyers. Resellers are the distribution channel firms that help the organisation to find customers or make sales to them. Physical distribution firms help the organisation to stock and move goods from their points of origin to their destinations. Warehouse firms store and protect goods before they move. Marketing services agencies are the facilitating agencies marketing research companies, advertising agencies, media firms and export consulting agencies that help the organisation to target and promote its products to the right markets.