Principles of Marketing - Lesson 3

Dan has been directed to study the forces close to a company that affect its ability to serve its customers, such as the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. In this instance, Dan has been directed to study the ________ of the company.

• macroenvironment

• microenvironment

• technological environment

• demographic environment

Which of the following is a component of a firm's microenvironment

• customer demographics

• economic recessions

• population shifts

• marketing intermediaries

________ provide the resources needed by a company to produce its goods and services.

• Retailers

• Marketing services agencies

• Resellers

• Suppliers

Marketing success requires building relationships with other company departments, suppliers, marketing intermediaries, competitors, various publics, and customers, which combine to make up the company's value delivery network.

• True

• False

Local publics include consumer organizations, environmental groups, minority groups, and others.

• True

• False

Jonathan works for a firm that assists companies in promoting, distributing, and selling their products to end consumers. The firm Jonathan works for is a ________.

• licensor

• supplier

• marketing intermediary

• local public

Sparex Inc. is a manufacturer of metal bolts that are used by Boilex Inc. to manufacture heavy machineries. In this instance, Sparex acts as a ________.

• financial intermediary

• supplier

• retailer

• customer

Price & Malone Corp., a company based in Houston, caters to a market of individuals and households that buy goods and services for personal consumption. Price & Malone caters to a ________ market.

• business

• reseller

• government

• consumer

Marketing success requires building relationships with other company departments, suppliers, marketing intermediaries, competitors, various publics, and customers, which combine to make up the company's value delivery network.

• True

• False

A company's marketing environment excludes the forces outside the marketing department that affect marketing management's

• True

• False