BUAD301 Chapter Notes - Chapter 3, 4: Baby Boomers, Subsistence Economy, Generation Z

• School: University of Delaware
• Department: Business Administration
• Course: BUAD301
• Professor: Meryl Gardner

Document Summary

Marketing environment: actors and forces outside marketing that affect managements ability to build and maintain successful relationships with target customers. Competitors: company must provide greater customer value and satisfaction than competitors: publics: group that has actual or potential interest in or impact on organizations ability to achieve its objectives. Financial public influence ability to obtain funds. Media publics carries news, features, editorials, etc. Gov publics marketers must consult company"s lawyers. Citizen action publics pr department stay in touch with consumers. Local publics neighborhood residents and community organizations. General public general publics attitude towards company. Internal public workers, managers, volunteers, board of directors: customers: serve target customers and create strong relationships. Customer markets: individuals and households who buy goods and services. Business markets: buy goods and services for further products. Government markets: buy goods and services to produce public services. Reseller markets: buy goods and services to resell at profit.