Chapter 3

Question 1

What is a Marketing Environment?

Answer 1

Actors & forces outside marketing that affects marketing managements ability to build and maintain good relationships.

Question 2

What are the TWO environment Forces?

Answer 2

MICROENVIRONMENT

MACROENVIRONMENT

Question 3

What is Microenvironment? Give examples.

Answer 3

“Players that are close to the company”.

People/departments close to the company that affect it’s ability to serve customers - suppliers, competitors and publics.

Examples: Top management, Finance, R&D, Purchasers, Suppliers, Accounting.

Question 4

What is Macroenvironment?

Answer 4

Larger forces like demographics, economic, political, natural, cultural forces.

Question 5

What does the Microenvironment contain?

Answer 5

• Demographic Environment
• The Changing Age Structure
• The Changing Canadian Household
• Geographic shifts in population
• Increasing diversity
• A better educated, more professional population

Question 6

What is the Changing Age Structure?

Answer 6

• BABY BOOMERS (WW II - mid 1960’s)
• Generation X (1967-1976)
• Millenials aka Generation Y (1977-2000)

Question 7

What is the economic environment?

Answer 7

Economic factors that affect consumer spending power/patterns and purchasing power.

Question 8

What does the Macroenvironment affect?

Answer 8

• Demographics
• The natural environment (pollution,shortage of raw materials)
• Technological Environment (negative comments about companies over the net)
• Political environment (regulations can make it difficult for marketers to operate)
• The social environment (Toms shoes)
• The economic environment (if were in a recession, we must be careful and create more value to not be affected by it)
• Culture (selfie, harlem pants, religion)

Question 9

What are the marketing intermediaries?

Answer 9

Resellers (take the product and resell it)
Physical Distributors
Marketing Service Agencies (cust. service, advertising)
Financial Intermediaries (creditors)