BUS 343 Chapter 4: Ch. 4 Notes

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: Ginger Grant

Document Summary

Marketing environment = consist of actors & forces outside marketing that affect marketing management"s ability to build & maintain successful relationships w/ target customers. Microenviro = actors close to company that affect ability to serve customers. Company: in designing marketing plans, need to take other company departments into account. Suppliers: form important link in company"s overall customer value delivery network: must watch supply avail & costs. Marketers must often consult company"s lawyers on issues of prod safety, truth in advertising, etc: citizen-action publics = question company"s marketing decisions consumer orgs, enviro groups, minority groups, etc. Pr department can help company stay in touch w/ consumer & citizen groups: local publics = incl neighbourhood residents & community orgs, general public = public image of company, internal publics = incl workers, managers, volunteers, bod. Macroenviro = larger societal forces that affect microenviro.