MGMA01H3 Chapter Notes - Chapter 3: Millennials, Baby Boomers, Longrun
Document Summary
Marketing environment: actors and forces outside marketing that affect marketing management"s ability to build and maintain successful relationships with target customers. Marketers must be environmental trend trackers and opportunity seekers. Microenvironment: actor close to the company that affect its ability to serve its customers the company, suppliers, marketing intermediaries, customer markets and publics. Macroenvironment: the larger societal forces that affect the microenvironment demographic, economic, natural, technological, political and cultural forces. Marketing management takes internal environment top management, finance, accounting and r&d into consideration. Top management sets missions, objectives, policies and strategies. Marketing management makes decisions based off of these. Marketing intermediaries: firms that help the company promote, sell and distribute its products to final buyers. Resellers, physical distribution firms, marketing service agencies and financial intermediaries. Resellers are distribution channel firms that help company find customers and make sales to them. Include wholesalers and retailers who buy and resell merchandise. Hard to partner with since get offers from multiple suppliers.
