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.
Marketing Intermediaries
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.
Economic Environment
Factors that affect consumer buying power and spending patterns.
Natural Environment
Natural resources that are needed as inputs by marketers or that are affected by marketing activities.
Technological Environment
Forces that create new technologies, creating new product and market opportunities.
Political Environment
Laws, government agencies, and pressure groups that influence and limit various organizations and individuals in given society.
Cultural Environment
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.
Financial Public
influences the company’s ability to obtain funds
Media Publics
carries news, features, and editorial opinion
Government publics
management must take government developments into account
Citizen-action publics
questioned by consumers, environmental groups, minorities and others
Local publics
neighborhood residents and community organizations
General Public
general public’s attitude toward its products and activities
Internal publics
employees, volunteers, etc.
Baby Boomers
78 million people born following WWII-1964 – wealthiest
Generation X
49 million born from 1965-1976 – prize experience and family; educated
Generation Y
83 million born between 77-2000 – digital tech; seek info and gain 2 way convos
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