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Marketing Ch 03
USF Marketing BUS 302 Barsky Ch 3
35
Marketing
Undergraduate 3
09/28/2014

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Cards

Term
marketing environment
Definition
outside actors & forces that affect mgmt.'s ability to build & maintain successful relationships w/ target customers Eg, YouTube adapted to going from home videos to TV-like "shows"
Term
microenvironment
Definition
actors close to co. that affect ability to serve customers e.g., co. supplier, competitors, public
Term
macroenvironment
Definition
larger societal forces that affect microenvironemtn, e.g. demographic, economic, natural, technological, political & cultural Eg 9/11 caused filmmakers to cut out scenes of twin Towers [my example]
Term
marketing intermediaries
Definition
firms that help co. promote. sell, distribute goods to final buyer
Term
public
Definition
any group w/ actual/ potential interest in or impact on org's ability to achieve its objectives. - financial - media - gov't - citizen-action -- local
Term
financial public
Definition
affects ability to obtain funds ?eg? banks?
Term
media publics
Definition
includes papers, mags, TV stations, blogs & other Internet media
Term
government publics
Definition
product safety, truth in advertising, etc.
Term
citizen-action publics
Definition
? One Million Moms? MADD?
Term
local publics
Definition
neighborhood residents, CBOs
Term
demography
Definition
study of human pops. in terms of size, density, location, gender, age, race, occupation, etc. Prof: "facts about people"
Term
baby boomers
Definition
born btw WWII and 1964
Term
Gen X
Definition
born btw 1965 & 1976; "birth death' after baby boom
Term
Millennials / Gen Y
Definition
born btw 1977 & 2000
Term
economic environment
Definition
affects purchasing power & spending patterns
-- industrial -- subsistence -- developing
Term
industrial economies
Definition
rich markets for many types of goals
Term
subsistence economies
Definition
consume most of their own agricultural & industrial output, offering low marketing opportunity
Term
developing economies
Definition
in btw industrial & subsistence; offer outstanding marketing opportunities for right kinds of products
Term
natural environment
Definition
phys. environment & nat. resources needed as inputs by marketers or that are affected by marketing activities
Term
environmental sustainability
Definition
developing strategies & practices that create world econ. that planet can support indefinitely e.g., reduced packaging
Term
technological environment
Definition
forces that create new tech, creating new opportunities
Term
political environment
Definition
laws, gov't agencies & pressure groups that influence & limit various orbs & indic. [my example - Ellis Act evictions]
Term
socially responsible behavior
Definition
beyond what regulatory system requires [my example: Whole Foods bag policy - they donate if u bring bag. if you don't bring bag, they still donate what they charge u for bag]
Term
cause-related marketing
Definition
exercise social responsibility & build more positive images [my example Google for Good, Zuckerberg's education donation $]
Term
cultural environment
Definition
affect societies basic values, perceptions, preferences, & behaviors Eg, Internet produced "mass mingling"
Term
core beliefs & values
Definition
passed on from parents to children; reinforced by school, church, gov't. etc
Term
secondary beliefs
Definition
more open to change
Term
difference between core belief & secondary belief
Definition
core belief: marriage; secondary belief: that people should get married early in life
Term
departmentalization (from Prof on 9/3; not in book)
Definition
when people only think about their own department
Term
internal customer (from Prof on 9/3; not in book)
Definition
treating internal department like an external customer
Term
marketing intermediaries
Definition
Firms that help the company to promote, sell, and distribute its goods to final buyers. p 72 Prof: btw manufacture & retailer; FB essentially doesn't have one
Term
illustrate how intermediaries reduce transaction (from Prof on 9/3; not in book)
Definition
see 9/3 notes
Term
what is the biggest demographic?
Definition
age
Term
what is the biggest change in demographics?
Definition
no more "traditional" family
Term
what is Engel's law?
Definition
as income increases:
- % food decreases
- % savings increases
- % housing is constant
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