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Marketing and sales Chapter 3 aantekeningen
Learning objectiies:
Relate how micro and macro eniironmental forces afect the company’s ability to serie
its customers
Outline the indicators per macro eniironmental force
Use demographic /social/ cultural trends to understand the implications for businesses
Classify what economic factors afect consumer purchasing power and spending
paterns.
Illustrate eniironmental trends impacting businesses
Illustrate technological trends that create new product and market opportunities
Describe the environmental forces that afects the company’s to serve its customers
microenvironment The actors close to the company that afect its ability to serie its
customers—the company, suppliers, marketing intermediaries, customer
markets, competitors, and publics.
macro environments The larger societal forces that afect the microeniironment—
demographic, economic, natural, technological, political, and cultural
forces.
Explain how changes in the demographic and economic environments afect marreeng decisions
Demographic:
, Marketing and sales Chapter 3 aantekeningen
=The study of human populations in terms of size, density, age, gender, race, occupation, and
other statistics. Demographic eniironment is of major interest to marketers because it
iniolies people make up market
Baby boomers the 78 million people born during the years following world war II lasting
until 1964l
Generation X the 4l9 million born between 1965-1976 in the birth dearth ‘following the
baby boom
Millennials (or Generation Y the 83 million children of the baby boomers
Economic environment:
= economic factors that afect consumers purchasing power and spending paterns
Changes in consumer spending
o Economic factors can haie a dramatic efect on consumer spending and buying
behaiiour
o Rich haie grown richer, middle class has shrunk, poor has remained poor
Income distribution
o Marketers need to pay atention to income leiels
Idenefy the major trends in the irm’s natural and technological environments
Natural environment:
iniolies the physical eniironment and the natural recourse that are needed as inputs by
marketing. At the most basic leiel, unexpected happenings in the physical eniironment @
anything from weather to natural disasters @ can afect companies and their marketing
strategies
eniironmental sustainability deielopment strategies and practices that create a world
economy that the planet can support indefnitely
Technological environment:
forces to create new technologies creating new product and market opportunities
it made some wonders antibiotics, robotic surgery
also horrors nuclear missiles, chemical weapons
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