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Part 1 CHAPTER 4 THE MARKETING ENVIRONMENT MULTIPLE CHOICE QUESTIONS 1. “________ fever” results from the convergence of a wide range of forces in the marketing environment—from technological, economic, and demographic forces to cultural, social, and political ones. a. Marketing b. Cultural c. Technographic d. Millennial Answer: (d) Difficulty: (2) Page: 117 2. The ______________________ consists of the actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful relationships with its target customers. a. marketing organization b. marketing system c. marketing network d. marketing environment Answer: (d) Difficulty: (3) Page: 118 3. Which of the following terms best describes the environment that includes the forces close to the company that affect its ability to serve its customers—the company, suppliers, marketing channel firms, customer markets, competitors, and publics? a. microenvironment b. macroenvironment c. global environment d. networked environment Answer: (a) Difficulty: (2) Page: 118 4. All of the following would be considered to be in a company’s microenvironment EXCEPT: a. marketing channel firms. b. political forces. c. publics. d. customer markets. Answer: (b) Difficulty: (2) Page: 118 The Microenvironment and MacroenvironmentThe marketing environment consists of a microenvironment and a macroenvironment. The microenvironment consists of the actors close to the company that affect its ability to engage and serve its customers—the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. The macroenvironment consists of the larger societal forces that affect the microenvironment—demographic, economic, natural, technological, political, and cultural forces. We look first at the company’s microenvironment. Is the larger societal forces that affect the whole microenvironment competitive demographic economic natural technological political and cultural forces?The macroenvironment consists of the larger societal forces that affect the microenvironment—demographic, economic, natural, technological, political, and cultural forces.
What are the 6 microenvironment actors?Six components of micro environment are: Company, Suppliers, Marketing Intermediaries, Competitors, General Public and the Customers.. The Company. ... . Suppliers. ... . Marketing Intermediaries. ... . Competitors. ... . General Public. ... . Customers. ... . Demographic environment. ... . Economic environment.. What consists of micro environment?the factors or elements in a firm's immediate environment which affect its performance and decision-making; these elements include the firm's suppliers, competitors, marketing intermediaries, customers and publics.
Which term refers to any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives?Public. A public is defined as any group that has an actual or potential interest in, or impact on, an organization's ability to achieve its objectives.
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Is the larger societal forces that affect the microenvironment demographic economic natural technological political and cultural forces?
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