Chapter 3

public

any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives

millennials (gen y)

born between 1977 and 2000; comfort with digital technology; frugal, practical, connected, mobile, and impatient

international markets

buyers in other countries, including consumers, producers, resellers, and governments

reseller markets

Intermediaries that buy finished goods and resell them for a profit

government publics

Management must take government developments into account. Marketers must often consult the company's lawyers on issues of product safety, truth in advertising, and other matters.

general public

a company needs to be concerned about the general public's attitude toward its products and activities

citizen-action publics

a company's marketing decisions may be questioned by consumer organizations, environmental groups, minority groups, and others

citizen-action public

a consumer organization in ohio has challenged the marketing decision of a local firm alleging it to be against the larger social interest. in this instance, the firm is challenged by a ______

generation z

People born after 2000 (although many analysts include people born after 1995) who make up the kids, tweens, and teens markets; $44 billion spent annually (their own money); fluency and comfort with digital technologies; more than half do their own product research

consumer

Sparks Inc. has a growing ____ market in the U.S. consisting of individuals and households that buy Sparks' products for personal use.

media publics

This group carries news, features, editorial opinions, and other content. It includes television stations, newspapers, magazines, and blogs and other social media.

local publics

This group includes neighborhood residents and community organizations.

internal publics

This group includes workers, managers, volunteers, and the board of directors.

financial publics

This group influences the company's ability to obtain funds. Banks, investment analysts, and stockholders are these

government markets

consists of government agencies that buy goods and services to produce public services or transfer the goods and services to others who need them

resellers

distribution channel firms that help the company find customers or make sales to them

marketing intermediaries

firms that help the company to promote, sell, and distribute its goods to final buyers

government markets

government agencies that buy goods and services to produce public services or transfer the goods and services to others who need them

physical distribution firms

help the company stock and move goods from their points of origin to their destinations

consumer markets

individuals or socially related groups who purchase products for personal consumption

baby boomers

people born between 1946 and 1964; open to new brands; buy lots of products to help with aging; fastest growing social media users

generation x

people born between 1965 and 1978; less materialistic; prefer quality over quantity; embraces new technology; most educated generation

demography

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

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 publics

business markets

the institutional buyers who purchase items to be used in other products and services or to be resold to other businesses or households

macroenvironment

the larger societal forces that affect the microenvironment - demographic, economic, natural, technological, political, and cultural forces

marketing services agencies

the marketing research firms, advertising agencies, media firms, and marketing consulting firms that help the company target and promote its products to the right markets

millenials

what generational group is most comfortable with digital technology and embraces that technology?

Financial Publics

what group influences the company's ability to obtain funds?

marketing intermediaries

what is a component of a firm's microenvironment?