3. The Marketing Environment & Global Marketing

Marketing environment

the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers

Microenvironment

the actors close to the company that affect its ability to serve its customers - the company, suppliers, marketing intermediaries, customer markets, competitors, and public (things you have some control over)

Macroenvironment

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. ex. resellers, physical distribution firms, marketing service agencies

Public

any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives, ex. Financial, media, government, citizen-action, internal, general, and local

Demography

the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics

Economic environment

economic factors that affect consumer purchasing power and spending patterns

Natural

the physical environment and the natural resources that are needed as inputs by marketers or that are affected by marketing activities

Technological

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

institutions and other forces that affect society's basic values, perceptions, preferences, and behaviors

Straight product extension

when a company sells the same product in a new market