Chapter 3 Micro and Macroenvironments

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Information about Chapter 3 Micro and Macroenvironments

Published on January 13, 2009

Author: aSGuest10356


THE GLOBAL MARKETING ENVIRONMENT : THE GLOBAL MARKETING ENVIRONMENT The organization’s MICRO- and MACROENVIRONMENT Marketing Environment : Marketing Environment “The actors and forces … that affect marketing management’s ability to build and maintain successful relationships with target customers.” page 64 The Microenvironment : The Microenvironment Other Company Depts. Suppliers Marketing Intermediaries Channel members, Physical Distribution firms Customers Competitors Publics Public: : Public: Any group that has an actual or potential interest in, or impact on, an organization’s ability to achieve its objectives OBSERVATION: Identifying publics may be particularly useful for nonprofits and public organizations. The Macroenvironment : The Macroenvironment Demographics Economic Natural Technological Political Cultural Responding to the Marketing Environment : Responding to the Marketing Environment Be proactive rather than just reactive

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