Chapter 3 - UGBA 106
Previewing the Concepts - correct answer understanding the marketplace and customer needs and
wants
other actors in this environment suppliers, intermediaries, customers, competitors, publics and others
mayu work with or against the company
major environmental forces - demographics, economic, natural, technogical, political, and cultural -
shape marking opportunities, pose threats, and affect the company;s ability to build customer
relationships
to develop effective marketing strategies , you must first understand the environment in which
marketing operates
to saty on top and grow profitably however yOuTUbe will have to adapt nimbly o the fast chaing market
environment has 43 percent share of the online video market - correct answer YouTube has the Partner
Program
creating innovative content in the topsy turvy video engironemtn presents a big challenge - but finding
new and better ways to distribute that content might be an even bigger one
tryin to find ways to monetize (make money ) on things that ar eon the interment which people still think
should be free
youtube is developing an advertising model that;s built aorun the way people sue the site model that
best hits the news of users, content providers, advertise and its own bottom line
a company's MARKETIGN ENVIRONMENT - correct answer consist of the actors and forces outside
marketing that affect marketing mgmt ability to build and maintaing successful relationships with target
customers
,more than any other group in the company, marketer must be environmental trend trackers and
opportunity seekers
1) they have disciplined methods - marketing research and marketing intelligence - for collecting
information about the marketing environment
2) spend more time in customer and competitor environments . by carefully studying the environment
marketers can adapt their strategies to meet new marketplace challenges and opporutninites - correct
answer ...
the environment consist of microenvironment and macro environment - correct answer ...
MICROENVIRONMENT - correct answer consists of the actors close to the company that affects it ability
to serve its customers - the
1)company
2) suppliers
3)marketing intermediaries, 4)customer markets, 5)competitors
6) publics
MACRO ENVIRONMENT - correct answer consists of the larger societal forces that affect the
microevironment - demographic, economic, natural, technological, political, and cultural forces
MICROENVONMENT -- - correct answer marketing success requires buidlign relationships with other
company departments, suppliers, marketing intermediaries, competitors, various publics, and customs,
which combine to make up the company's value delivery network
THE COMPANY - correct answer in designing marketing plans, markeign mgmt takes other company
groups into account - groups such as top mgmt finance, R&D, purchasing, operations, and accouting
all of these interrelated groups form the INTERNAL ENVIRONMENT
, top mgmt sets the company's missions, objectives, bros strategies, and policies. Marketing managers
make decisions whiting broader strategies and plans made by top mgmt
then marketing mangers must work closely with other company departments with marketing taking the
lead, all departments - from manufacturing and finance to legal and hman resources - share the
resposnibliyt for understanding customer needs and creating customer value
SUPPLIERS - correct answer form an important link in the company;s overall customer value delivery
network
supplier can seriously affect marketing. marketing managers must watch supply availability and costs.
supply shortages or delays, labor strikes, natural disasters, and other events can cost sales in the short
run and damage customer satisfaction in the long run
most marketers today treat their suppliers as partner in creating and delivering customer value
ex.> Loreal
Loreal treats suppliers as respected partners and in return the company expects a lot from suppliers in
terms of design innovation quality and sustainability . the company;s supplier network is curucial to its
success
Loreal builds long-term supplier relationships based on mutual benefit and growth. it "wants to make"
Loreal a top performer and one of the world most respected companies . being respected also means
begin respected by our suppliers - correct answer ...
MARKETING INTERMEDIAIRES - correct answer they help the company promote, sell, and distribute its
produts to final buyers
resellers, physical distribution firms marketing services agencies, and financial intermediaries.
Previewing the Concepts - correct answer understanding the marketplace and customer needs and
wants
other actors in this environment suppliers, intermediaries, customers, competitors, publics and others
mayu work with or against the company
major environmental forces - demographics, economic, natural, technogical, political, and cultural -
shape marking opportunities, pose threats, and affect the company;s ability to build customer
relationships
to develop effective marketing strategies , you must first understand the environment in which
marketing operates
to saty on top and grow profitably however yOuTUbe will have to adapt nimbly o the fast chaing market
environment has 43 percent share of the online video market - correct answer YouTube has the Partner
Program
creating innovative content in the topsy turvy video engironemtn presents a big challenge - but finding
new and better ways to distribute that content might be an even bigger one
tryin to find ways to monetize (make money ) on things that ar eon the interment which people still think
should be free
youtube is developing an advertising model that;s built aorun the way people sue the site model that
best hits the news of users, content providers, advertise and its own bottom line
a company's MARKETIGN ENVIRONMENT - correct answer consist of the actors and forces outside
marketing that affect marketing mgmt ability to build and maintaing successful relationships with target
customers
,more than any other group in the company, marketer must be environmental trend trackers and
opportunity seekers
1) they have disciplined methods - marketing research and marketing intelligence - for collecting
information about the marketing environment
2) spend more time in customer and competitor environments . by carefully studying the environment
marketers can adapt their strategies to meet new marketplace challenges and opporutninites - correct
answer ...
the environment consist of microenvironment and macro environment - correct answer ...
MICROENVIRONMENT - correct answer consists of the actors close to the company that affects it ability
to serve its customers - the
1)company
2) suppliers
3)marketing intermediaries, 4)customer markets, 5)competitors
6) publics
MACRO ENVIRONMENT - correct answer consists of the larger societal forces that affect the
microevironment - demographic, economic, natural, technological, political, and cultural forces
MICROENVONMENT -- - correct answer marketing success requires buidlign relationships with other
company departments, suppliers, marketing intermediaries, competitors, various publics, and customs,
which combine to make up the company's value delivery network
THE COMPANY - correct answer in designing marketing plans, markeign mgmt takes other company
groups into account - groups such as top mgmt finance, R&D, purchasing, operations, and accouting
all of these interrelated groups form the INTERNAL ENVIRONMENT
, top mgmt sets the company's missions, objectives, bros strategies, and policies. Marketing managers
make decisions whiting broader strategies and plans made by top mgmt
then marketing mangers must work closely with other company departments with marketing taking the
lead, all departments - from manufacturing and finance to legal and hman resources - share the
resposnibliyt for understanding customer needs and creating customer value
SUPPLIERS - correct answer form an important link in the company;s overall customer value delivery
network
supplier can seriously affect marketing. marketing managers must watch supply availability and costs.
supply shortages or delays, labor strikes, natural disasters, and other events can cost sales in the short
run and damage customer satisfaction in the long run
most marketers today treat their suppliers as partner in creating and delivering customer value
ex.> Loreal
Loreal treats suppliers as respected partners and in return the company expects a lot from suppliers in
terms of design innovation quality and sustainability . the company;s supplier network is curucial to its
success
Loreal builds long-term supplier relationships based on mutual benefit and growth. it "wants to make"
Loreal a top performer and one of the world most respected companies . being respected also means
begin respected by our suppliers - correct answer ...
MARKETING INTERMEDIAIRES - correct answer they help the company promote, sell, and distribute its
produts to final buyers
resellers, physical distribution firms marketing services agencies, and financial intermediaries.
