chapter 2

_____________________ consists of the actors close to the company that affect its ability to serve its customers.

• marketing environment

• macroenvironment

• microenvironment

• demographics trend

Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives is ____________________.

• suppliers

• natural environment

• publics

• physical distribution firms

Who is King in Marketing?

• Advertising
• Branding
• Customer

Communicating clearly the benefit of the product to the end user in Marketing

• True
• False

Customers buy benefits not products

• True
• False

The microenvironment covers which of the following?

• Suppliers
• Customers
• Competitors
• All of the above

Marketing intermediaries help the company to promote, sell and distribute its products to final buyers.

• True
• False

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

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