Mark 3336 -Chapter 3

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 local community residents and organizations. Large companies usually work to become responsible members of the local communities in which they operate

Internal Publics

This group includes workers, managers, volunteers, and the board of directors. Large companies use newsletters and other means to inform and motivate their internal publics. When employees feel good about the companies they work for, this positive attitude spills over to the external publics

Financial Publics

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

The Law of Unpredictability

Unless you write your competitors' plans, you can't predict the future.

Demographic trends

shifts in age, family structure, geographic population, educational characteristics, and population diversity

Demography

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

Marketing Intermediaries

Help the company to promote, sell and distribute its products to final buyers

Reseller Markets

buy goods and services to resell at a profit

Macroenvironment

consists of the larger societal forces that affect the microenvironment—demographic, economic, natural, technological, political and cultural forces

The​ __________ environment consists of institutions and other forces that affect a​ society's basic values.

*A. cultural B. political C. natural D. social E. economic

Business Markets

buy goods and services for further processing or use in their production processes

Resellers

are distribution channel firms that help the company find customers or make sales to them (includes wholesalers and retailers)

Natural environment

natural resources that are needed as inputs by marketers or that are affected by marketing activities. Trends: - Increased shortages of raw materials - Increased pollution - Increased government intervention - Increased environmentally sustainable strategies

The Apple Watch's "always on" display is made possible through advancements that produced Apple's low-temperature polysilicon and oxide display (LTPO). This particular development occurred in the ______________ force of the macroenvironment.

*a. technological b. demographic c. political d. cultural e. economic

Technological Environment

- Most dramatic force in changing the marketplace - New products, opportunities - Concern for the safety of new products

Types of Marketing Intermediaries

- Resellers - Physical distribution firms - Marketing services agencies - Financial intermediaries

General Publics

A company needs to be concerned about the general public's attitude toward its products and activities. The public's image of the company affects its buying behavior

Citizen-Action Publics

A company's marketing decisions may be questioned by consumer organizations, environmental groups, minority groups, and others. Its public relations department can help it stay in touch with consumer and citizen groups

​__________ are distribution channel firms that help the company find customers or make sales for them.

A. Financial publics B. Marketing services agencies C. Physical distribution firms *D. Resellers E. Financial intermediaries

The​ "echo boomers" is another name for​ __________.

A. Generation X B. Generation Z *C. millennials D. baby boomers E. marketer's dream

The microenvironment consists of all of the following EXCEPT​ __________.

A. companies B. publics C. competitors *D. demographics E. suppliers

A(n) __________ stance by companies toward the marketing environment is preferred over a reactive stance.

A. competitive *B. proactive C. active D. controllable E. passive

Many companies view the marketing environment as​ a(n) __________ element to which they must react and adapt.

A. controllable B. economic C. cultural *D. uncontrollable E. demographic

The​ __________ environment is the most dramatic force shaping the destiny of the markets and marketing.

A. economic B. political *C. technological D. natural E. social

The​ __________ environment consists of economic factors that affect consumer purchasing power and spending patterns.

A. political B. technological C. natural *D. economic E. social

Shortages of certain raw materials is a major trend related to the​ __________ environment.

A. technological B. political * C. natural D. economic E. social

Business legislation has been enacted for a number of reasons which include all of the following EXCEPT​ __________.

A. to make firms take responsibility for the social costs of their production or products B. protecting consumers from unfair business practices *C. developing a code of ethics D. protecting companies from each other E. protecting interests of society

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

Political and Social Environment

Legislation regulating business - Increased legislation - Changing government agency enforcement Increased emphasis on ethics -Socially responsible behavior -Cause-related marketing

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

Which of the following is the technological trend most likely considered in the development of the new Apple Watch?

a. Technologies that circumvent increasingly restrictive regulations. b. RFID transmitters in an increasing number of products in people's homes. c. The emergence of solid-state batteries. *d. Increasingly efficient apps, features, and components that consume less energy stored in batteries. e. An increase in the importance of environmental sustainability.

Which of the following is the best example of Apple appealing to a trend in the demographic environment?

a. The degree to which smartwatch users are wearing their watches 24-7 b. 911 calling in over 150 countries providing assistance for customers who travel internationally c. The ambient light sensor that helps keep Apple Watch energy efficient *d. Fall detection and emergency SOS for the aging Baby Boomer population e. The "always-on" feature providing convenience for customers who are increasingly multi-tasking and do not have a free hand

The Apple Watch Series 5 was developed with an awareness of current trends in the large societal forces known as _________________.

a. a value delivery network b. the microenvironment c. demographics *d. the macroenvironment e. marketing publics

It can be supposed that an increase in the importance of fitness and wellness in people's lives prompted Apple to include features like the built-in compass and always-on workout apps. That increased importance in fitness is part of the __________________ societal force.

a. political *b. cultural c. economic d. natural e. demographic

Marketing Services Agencies

are 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

Government Markets

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

Consumer Markets

consist of individuals and households that buy goods and services for personal consumption

International Markets

consist of these buyers in other countries, including consumers, producers, resellers, and governments

Economic environment

consists of factors that affect consumer purchasing power and spending patterns - Industrial economies are richer markets - Subsistence economies consume most of their own agriculture and industrial output

Cultural environment

consists of institutions and other forces that affect a society's basic values, perceptions, and behaviors

Microenvironment

consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics

Physical Distribution Firms

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

Financial Intermediaries

include banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods

The marketing environment

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

Demographic environment

involves people, and people make up markets