BUS 343 Study Guide - Comprehensive Midterm Guide: Outline Of Television Broadcasting, Consumer Privacy, Social Cost

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: Gordon Rein

Document Summary

Marketing environment (cid:368) consist of the actors and forces outside marketing that affect marketing management(cid:371)s abilities to build and maintain successful relationships with target customers. Study the environment through marketing research and marketing intelligence. The marketing envo consist of a microenvironment and a macroenvironment. Microenvironment (cid:368) consist of actors close to the company that affect its ability to serve its customers (the company, suppliers, marketing intermediaries, customer markets, competitors and publics) Macroenvironment (cid:368) is the larger societal forces that affect the microenvironment. (demographic, economic, natural technological, political and cultural forces) Marketing management(cid:371)s job is to build relationship with customers by creating value and satisfaction. However, it can do that alone, marketing success depends on the relationships builds with other company departments, suppliers, competitors etc. Finance, top managements, r&d, operations, accounting for the internal environment of marketing. Top managements sets the company mission and strategy and marketers make decisions within these strategies.