31731911
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Mind Map by P X, updated more than 1 year ago
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Created by Greta Morrill
over 7 years ago
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Copied by P X
almost 3 years ago
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Chapter 3 -Analyzing the
Marketing Environment
- CHAPTER 3: Analyzing the Marketing Environment
- Marketing environment: The actors and forces
outside marketing that affect marketing
management’s ability to build and maintain
successful relationships with target customers.
- Microenvironment
- Macroenvironment
- Microenvironment
- Marketing intermediaries: Firms that help the
company to promote, sell, and distribute its
goods to final buyers.
- Public
- Demography: The study of
human populations in terms
of size, density, location,
age, gender, race,
occupation, and other
statistics.
- Millenials (or Generation Y): The 83
million children of the baby boomers born
between 1977 and 2000
- Generation X: The 49 million people
born between 1965 and 1976 in the “birth
dearth” following the baby boom.
- Baby Boomers: The 78 million people
born during the years following World
War II and lasting until 1964.
- Millenials (or Generation Y): The 83
million children of the baby boomers born
between 1977 and 2000
- Demography: The study of
human populations in terms
of size, density, location,
age, gender, race,
occupation, and other
statistics.
- Public
- Environments
- Environmental sustainability: Developing
strategies and practices that create a world
economy that the planet can support
indefinitely.
- 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 a
given society.
- Cultural environment: Institutions and other forces
that affect society’s basic values, perceptions,
preferences, and behaviors.
- Environmental sustainability: Developing
strategies and practices that create a world
economy that the planet can support
indefinitely.
- Responding to the Marketing
Environment
- Rather than simply watching
and reacting to the marketing
environment, companies should
take proactive steps.
- Rather than simply watching
and reacting to the marketing
environment, companies should
take proactive steps.
- Marketing environment: The actors and forces
outside marketing that affect marketing
management’s ability to build and maintain
successful relationships with target customers.
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