The Marketing Environment

Which of the following terms is used to describe the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers?

• marketing environment

• marketing orientation

• strategic planning

• marketing mix

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

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

• general public

Which of the following groups influences the company's ability to obtain funds?

• financial publics

• local publics

• general publics

• internal publics

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

The economic environment consists of economic factors that affect ________.

• cultural patterns of communities

• the quality of technological innovation

• consumer purchasing power

• the natural environment

As a consequence of the green movement, many companies are developing strategies and practices that support ________.

• government intervention

• environmental sustainability

• mass marketing

• rapid exploitation of natural resources

New technologies most likely lead to ________.

• economic imbalance in society

• an increased demand for unskilled labor

• new markets and opportunities

• economic imbalance in society

The boom in Internet marketing has created a new set of social and ethical issues. Critics worry most about ________.

• accessibility

• online privacy issues

• sustainability

• puffery in advertising

The ________ environment consists of institutions and other forces that affect a society's basic values, perceptions, preferences, and behaviors.

• social

• cultural

• political

• natural