Marketing Management Chapter 2 PDF

**A Company's** **Marketing Environment** **The marketing environment:** includes the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers. **Macroenvironment:** consists of the larger societal forces t...

**A Company's** **Marketing Environment** **The marketing environment:** includes the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers. **Macroenvironment:** consists of the larger societal forces that affect the microenvironment---demographic, economic, natural, technological, political, and cultural forces. **The Company** In designing marketing plans, marketing management takes other company groups into account. - Top management - Finance - R&D - Purchasing - Operations - Accounting **Suppliers** - Provide the resources to produce goods and services - Treat as partners to provide customer value **Marketing Intermediaries** - **Marketing intermediaries:** are firms that help the company to promote, sell, and distribute its goods to final buyers. - Resellers - Physical distribution firms - Marketing services agencies - Financial intermediaries **Competitors** Firms must gain strategic advantage by positioning their offerings strongly against competitors' offerings in the minds of consumers. **Publics** Any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives: - Financial publics - Media publics - Government publics - Citizen-action publics - Local publics - General public - Internal publics - Consumer markets - Business markets - Reseller markets - Government markets - International markets  **Demographic Environment** **Demography:** is the study of human populations\-- size, density, location, age, gender, race, occupation, and other statistics. - Baby Boomers - born 1946 to 1964 - Generation X - born between 1965 and 1976 - Millennials- born between 1977 and 2000 - Generation Z -- born after 2000 **Generational marketing:** is important in segmenting people by lifestyle or life stage instead of age. **Markets are** **becoming more diverse.** - International - National **Geographic Shifts in Population** - Growth in U.S. West and South and decline in Midwest and Northeast - Change in where people work - Telecommuting - Home office - Industrial economies are richer markets. - Growing shortages of raw materials - Increased pollution - Increased government intervention - Developing strategies that support environmental sustainability - Most dramatic force in changing the marketplace - New products, opportunities - Concern for the safety of new products - Themselves - Others - Organization - Society - Nature - Universe