Marketing an Introduction Chapter 3
The actors close to the company that affect its ability to serve its customers-the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.
The larger societal forces that affect the microenvironment-demographic, economic, natural, technological, political, and cultural forces.
Firms that help the company to promote, sell, and distribute its goods to final buyers.
Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives.
The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.
Factors that affect consumer buying power and spending patterns.
Natural resources that are needed as inputs by marketers or that are affected by marketing activities.
Forces that create new technologies, creating new product and market opportunities.
Laws, government agencies, and pressure groups that influence and limit various organizations and individuals in given society.
Institutions and other forces that affect society’s basic values, perceptions, preferences, and behaviors.
Cause Related Marketing
A type of sponsorship involving the association of a for-profit company and a nonprofit organization; through the sponsorship, the company’s product or service is promoted, and money is raised for the nonprofit.
influences the company’s ability to obtain funds
carries news, features, and editorial opinion
management must take government developments into account
questioned by consumers, environmental groups, minorities and others
neighborhood residents and community organizations
general public’s attitude toward its products and activities
employees, volunteers, etc.
78 million people born following WWII-1964 – wealthiest
49 million born from 1965-1976 – prize experience and family; educated
83 million born between 77-2000 – digital tech; seek info and gain 2 way convos