BUS-2600 Chapter Notes - Chapter 4: Internet Privacy, Longrun
4 Feb 2020
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Marketing environment--consists of the actors and forces outside marketing that affect marketing management"s ability to build and maintain relationships with target customers, by carefully studying environment, marketers can adapt their strategies to meet new marketplace challenges and opportunities. Financial publics--influences company"s ability to obtain funds; ex. banks ability to achieve its objectives; 7 types : media publics--ex. tv stations, newspapers, etc. ; when employees feel good about the companies they work for, the positive attitude spills over to the external publics. Local publics--includes local community residents an organizations: customers--most important actors in the company"s microenvironment; 5 types of customer markets . Consumer markets--individuals and households that buy goods for personal consumption. Business markets--buy goods and services for further processing or use on production processes. Reseller markets--buy goods and services to resell at a profit. Government markets--government agencies that buy goods and services to produce public services or transfer the goods and services to others who need them.
