Actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers.
Includes all the actors close to the company that affect, positively or negatively, its ability to create value for and relationships with its customers. Actors: Company, suppliers, intermediaries, customers, competitors, publics
Consists of the larger societal forces that affect the microenvironment--demographic, economic, natural, technological, political, and cultural forces.
Firms that help the company promote, sell, and distribute goods to customers. Includes resellers, physical distribution firms, marketing services agencies, financial intermediaries.
Any group that has an actual or potential interest or impact on an organization's ability to achieve its objectives. Includes: financial, media, government, citizen action, local, internal publics.
The study of human populations in terms of size, density, location, age, gender, race, occupation, and other stats. Demographics make up the markets companies target.
78 million people who were born between 1946 and 1964. They have been one of the most powerful forces shaping the marketing environment. Great Recession hit baby boomers hard, later retirement.
49 million people born between 1965 and 1976. They "lie in the shadow of the boomers and lack obvious distinguishing characteristics." Although they seek success, they are less materialistic; they prize experience, not acquisition.
Millennials (Generation Y)
83 million people born between 1977 and 2000. Includes tweens, teens, and young adults with purchasing power of more than $733 billion. Fluency with technology. 91% are on the web, making up 32% of all US internet users. Require creative marketing.
Consists of economic factors that affect consumer purchasing power and spending patterns.
Involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities. 3 trends: Shortages of raw materials, increased pollution, and increased government intervention.
An effort to create a world economy that the planet can support indefinitely.
Forces that create new technologies, creating new product and marketing opportunities. Perhaps the most dramatic force now shaping our destiny.
Consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society.
Consists of institutions and other forces that affect a society's basic values, perceptions, preferences, and behaviors. Cultural values affect society and the way companies market to people.
Core and Secondary Beliefs
Core beliefs and values are passed on from parents to children and are reinforced by society. Secondary beliefs and values are more open to change. Ex. Believing in marriage is a core belief, while believing people should get married young is a secondary belief.
Shifts in Secondary Cultural Values
People's views of themselves, people's views of others, people's views of organizations, people's views of society, people's views of nature.
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