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| 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" |
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| actors close to co. that affect ability to serve customers e.g., co. supplier, competitors, public |
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| 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] |
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| firms that help co. promote. sell, distribute goods to final buyer |
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| any group w/ actual/ potential interest in or impact on org's ability to achieve its objectives. - financial - media - gov't - citizen-action -- local |
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| affects ability to obtain funds ?eg? banks? |
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| includes papers, mags, TV stations, blogs & other Internet media |
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| product safety, truth in advertising, etc. |
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| ? One Million Moms? MADD? |
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| neighborhood residents, CBOs |
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| study of human pops. in terms of size, density, location, gender, age, race, occupation, etc. Prof: "facts about people" |
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| born btw 1965 & 1976; "birth death' after baby boom |
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affects purchasing power & spending patterns
-- industrial -- subsistence -- developing |
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| rich markets for many types of goals |
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| consume most of their own agricultural & industrial output, offering low marketing opportunity |
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| in btw industrial & subsistence; offer outstanding marketing opportunities for right kinds of products |
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| phys. environment & nat. resources needed as inputs by marketers or that are affected by marketing activities |
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| environmental sustainability |
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| developing strategies & practices that create world econ. that planet can support indefinitely e.g., reduced packaging |
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| technological environment |
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| forces that create new tech, creating new opportunities |
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| laws, gov't agencies & pressure groups that influence & limit various orbs & indic. [my example - Ellis Act evictions] |
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| socially responsible behavior |
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| 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] |
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| exercise social responsibility & build more positive images [my example Google for Good, Zuckerberg's education donation $] |
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| affect societies basic values, perceptions, preferences, & behaviors Eg, Internet produced "mass mingling" |
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| passed on from parents to children; reinforced by school, church, gov't. etc |
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| difference between core belief & secondary belief |
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| core belief: marriage; secondary belief: that people should get married early in life |
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| departmentalization (from Prof on 9/3; not in book) |
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| when people only think about their own department |
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| internal customer (from Prof on 9/3; not in book) |
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| treating internal department like an external customer |
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| 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 |
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| illustrate how intermediaries reduce transaction (from Prof on 9/3; not in book) |
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| what is the biggest demographic? |
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| what is the biggest change in demographics? |
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| no more "traditional" family |
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as income increases:
- % food decreases
- % savings increases
- % housing is constant |
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