Analyzing The Market Environment
1. Describe the environmental forces that affect the company’s ability to serve its customers.
Market Environment; Consists of actors and forces outside marketing that affect marketing
management’s ability to build and maintain successful relationships with target customers.
Micro-environment; Actors close to the company that affect its ability to serve its customers.
Marketing intermediaries: Help the company to promote, sell, and distribute its goods to final buyers.
Macro environment; Larger societal forces that affect the micro-environment.
Demographics: The study of human populations in terms of size, density, location, age, gender, race,
occupation, and other statistics.
2. Explain how changes in the demographic and economic environments affect marketing
decisions.
Changes in the demographic affect marketing decision because if the population changes and
their needs and wants might changes also, and that will affect marketing decision because we
would have to adapt to them. Changes in the economic environment can affect decisions because
if there is a recession and people have less money marketers may have to make decision in their
strategy.
1. Describe the environmental forces that affect the company’s ability to serve its customers.
Market Environment; Consists of actors and forces outside marketing that affect marketing
management’s ability to build and maintain successful relationships with target customers.
Micro-environment; Actors close to the company that affect its ability to serve its customers.
Marketing intermediaries: Help the company to promote, sell, and distribute its goods to final buyers.
Macro environment; Larger societal forces that affect the micro-environment.
Demographics: The study of human populations in terms of size, density, location, age, gender, race,
occupation, and other statistics.
2. Explain how changes in the demographic and economic environments affect marketing
decisions.
Changes in the demographic affect marketing decision because if the population changes and
their needs and wants might changes also, and that will affect marketing decision because we
would have to adapt to them. Changes in the economic environment can affect decisions because
if there is a recession and people have less money marketers may have to make decision in their
strategy.
