The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.
The actors close to the company that affect its ability to serve its customers— the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.
The larger societal forces that affect the microenvironment—demographic, economic, natural, technological, political, and cultural forces.
Firms that help the company to promote, sell, and distribute its goods to final buyers.
Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives.
The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.
The 78 million people born during years following World War II and lasting until 1964.
The 45 million people born between 1965 and 1976 in the “birth dearth” following the baby boom.
Millennials (or Generation Y)
The 83 million children of the baby boomers, born between 1977 and 2000.
Economic factors that affect consumer purchasing power and spending patterns.
Natural resources that are needed as inputs by marketers or that are affected by marketing activities.
Developing strategies and practices that create a world economy that the planet can support indefinitely.
Forces that create new technologies, creating new product and market opportunities.
Laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society.
Institutions and other forces that affect society’s basic values, perceptions, preferences, and behaviors.