Complete summary of book and lectures slides of Marketing I and II
Summary Principles of Marketing IB Y2Q2
Samenvatting marketing IBS jaar 1
All for this textbook (28)
Written for
Saxion Hogeschool (Saxion)
International Business School
Marketing
All documents for this subject (21)
Seller
Follow
rrrsss
Content preview
Marketing
Chapter 3
Marketing environment:
- Actors and forces outside marketing that affect marketing management’s ability to
build and maintain successful relationships with customers
Microenvironment: actors close to the company
o The company:
Top management, finance, R&D, purchasing, operations, accounting
o Suppliers
o Marketing intermediaries
Resellers
Physical distribution firms
Marketing services agencies
Financial intermediaries
o Competitors
o Publics
Financial, media, government, citizen-action, local, general, internal
o Customers
Consumer, business, government, international
Macroenvironment: larger societal forces that affect the microenvironment
o Demographic: involves people and people make up markets. Age, family,
geographic population, educational, characteristics
- Generational marketing = important in segmenting people by lifestyle of life state
instead of age.
- More people are divorcing or separating, choosing not to marry, marry later, no
children, increasing number of working women, increasing number stay-at-home
dads
- Migration, move from rural to metropolitan, change in where people work, changes
in the workforce: more educated and more white collar
- Market are becoming more diverse: international and national
- Ethnicity, gay and lesbian, disabled
Baby boomers: 1946-1964, most affluent Americans
Generation X: 1965-1976, high divorce rates, less materialistic, family
comes first
Millennials (Y): 1977-200, comfortable with technology, tweens, teens
and young adults
Generation Z: > 2000, digital in their DNA
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller rrrsss. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.20. You're not tied to anything after your purchase.