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UVU - MKTG 3600 - Class Notes - Week 3

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UVU - MKTG 3600 - Class Notes - Week 3

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background image Chapter 3 ANALYZING THE MARKETING ENVIRONMENT The Marketing Environment o Consists of actors and forces outside of the  organization that affect management’s ability to 
build and maintain relationships with target 
customers.
Microenvironment o Actors close to the company that affect its ability to  serve its customers. Actors in the Microenvironment The Microenvironment o The Company itself: Areas and departments inside of a company. Affects the marketing department’s planning 
strategies.
All departments must “think consumer” and 
work together to provide superior customer 
value and satisfaction. 
o Suppliers: Provide resources needed to produce goods 
and services.
Important link in the “value delivery system.” Most marketers treat suppliers like partners. o Marketing intermediaries:
background image Help the company to promote, sell, and 
distribute its goods to final buyers.
Resellers Physical distribution firms Marketing agencies Financial intermediaries o Customers: Five types of markets that may purchase a 
company’s goods and services.
Consumer Business Reseller Government International o Competitors Those who serve a target market with products
and services that are viewed by consumers as 
being reasonable substitutes for the firm’s 
products or services.
Company must seek to gain strategic 
advantage against these organizations.
o Publics Any group that has an interest 
in or impact on an organization's ability to 
achieve its objectives.  
Financial Media Government Citizen-action Local General Internal The Macroenvironment o The company and all of the other actors that  operate in a larger macroenvironment of forces that 2
background image shape opportunities and pose    threats to the 
company.
Major Forces in the Macroenvironment Demographic Environment o Demographics: The study of human populations in terms of 
size, density, location, age, gender, race, 
occupation, and other statistics.
o Tracking Demographic Trends Marketers track changing age and family 
structures, geographic population shifts, 
educational characteristics, and population 
diversity at home and abroad.
A great deal of domestic demographic data 
stems from the U.S. Census.
o Demographic Environment The changing age structure of the U.S. 
population is the single most important 
demographic trend.
Baby Boomers o 78 million born between 1946 and  1964 o Nearly 25% of population, but control  80% of nation’s personal wealth o Hit hard by Great Recession, but in  peak earning and spending years o Are likely to postpone retirement Generation Xers 3

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School: Utah Valley University
Department: OTHER
Course: Marketing
Professor: Lee
Term: Spring 2019
Tags: Marketing
Name: Chapter 3
Description: Chapter 3 notes for Priniciples of Marketing
Uploaded: 01/29/2019
7 Pages 24 Views 19 Unlocks
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