MGMA01H3 Chapter Notes -Ernst Engel, Baby Boomers, Gout
Document Summary
Marketing environment- the actors and forces outside marketing that affect marketing management s ability to build and maintain successful relationships with target customers. Marketers have 2 disciplined methods to track environmental trends and opportunities- marketing research and marketing intelligence- for collecting information about the marketing environment. Marketing environment made up of microenvironment & macroenvironment. Microenvironment- the actors close to the company that affect its ability to serve its customers- the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. Macroenvironment- the larger societal forces that affect the microenvironment- demographic, economic, natural, technological, political, and cultural forces. Marketing intermediaries- firms that help the company promote, sell, and distribute its goods to final buyers. Reseller: distribution channel firms that help the company find customers or make sales to them. Demography- the study of human populations in terms of size, density, location, age , gender, race, occupation, and other statistics.
