Marketing Environment Week 2

The macroenvironment consists of the actors close to the company that affect its ability to serve its customers.

Resellers are an example of financial intermediaries in the microenvironment.

Demography is the study of human populations' behavior and attitudes.

The microenvironment includes the larger societal forces that affect marketing management's ability to build and maintain successful relationships with target customers.

The financial publics are an example of a type of customer market.

The microenvironment consists of the company, suppliers, marketing intermediaries, customer markets, and publics, but not competitors.

Demographic trends include changing cultural values and geographic population shifts

Core beliefs and values are more open to change and are influenced by businesses and government

Legislation regulating business is intended to protect consumers from unfair business practices

Proactive companies react to forces in the environment

The marketing environment includes the microenvironment and macroenvironment

Responding to the marketing environment involves only watching and reacting to forces in the environment