MKT 1001 Chapter Notes - Chapter 03: Baby Boomers, Customer Relationship Management, Natural Environment

• School: St. John's University
• Department: MKT - MARKETING
• Course: MKT 1001
• Professor: DiGangi

Document Summary

Marketing environment: the actors and forces outside marketing that affect marketing management"s ability to build and maintain successful relationship with target customers. Microenvironment: the actors close to the company that affects its ability to engage and 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, political, etc. Marketing intermediaries: firms that help the company to promote, sell and distribute its products to final buyers. Resellers are distribution channel firms that help the company find customers or make sales to them. The marketing concept states that, to be successful, a company must provide greater customer value and satisfaction than its competitors do. Public: any group that has an actual or potential interest in or impact on an organization"s ability to achieve its objectives. Financial publics: influences company"s ability to obtain funds. Media publics: carrier news, features, editorial opinions and other concepts.