Principles of Marketing 16th Edition Chapter 3

The actors close to the company that affect 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
The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.
Baby Boomers
78 million people born between 1946 and 1964. Once free spending, now more careful. Wealthiest generation in U S
Natural Environment
The physical environment and natural resources that are needed as inputs by marketers or that are affected by marketing activities.
Trend in Natural Environment
Increased government intervention in natural resource management.
Ex: German government vigorously pirsuea environmental quality.
Environmental sustainability
Developing strategies and practices that create a world economy that the planet can support indefinitely.
Socially Responsible Behavior
Simply put, “Do the right thing.” Even beyond regulation. Seek out ways to protect the long run interests of the consumers and the environment.
Cause Related Marketing
Marketers use this to exercise their social responsibility and buildore positive images, many companies are now linking themselves to worthwhile causes.

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