MKT10008 Key Term Definition Competitors The marketing concept states that to be successful a company must provide greater customer value than its competitors do. Cultural environment Institutions and other forces that affect a society's basic values, perceptions, preferences and behaviours. Demography The study of human populations in terms of size, density, location, age, gender, race, occupation and other statistics. DINKs Dual Income, No Kids Distribution The process of carrying inventory and moving goods to the ultimate consumer. Economic environment Factors that affect consumer purchasing power and spending patterns. Marketing intermediaries Internal publics This group includes workers, managers, volunteers and the board of directors. Macro-environment Micro-environment A micro environment consists of the actors close to the company that affect its ability to serve its customers - the company, suppliers, marketing intermediaries, competitors publics and customer markets. Marketing environment Natural environment Political / legal environment Laws, government agencies and pressure groups that influence or limit various products and businesses that make up the company. Topic 3 SWIN BUR NE SWINBURNE UNIVERSITY OF TECHNOLOGY Businesses that help the company to promote, sell and distribute its products to final buyers. A macro-environment consists of the larger social forces that affect the micro-environment - demographic, economic, natural, technological, political and cultural forces. A company's marketing environment consists of the actors and forces outside of marketing that affect marketing management's ability to build and maintain successful relationships with target customers. Companies constantly watch and adapt to the changing environment. The marketing environment is made up of a microenvironment and a macro environment. Natural resources that are needed as inputs by marketers or that are affected by marketing activities. Page 1 of 2 .. @Copyright: 2016 Swinburne University of Technology <UniLink & MKT Glossary Topic 3 > Version <1 > CRICOS: 0011D TOID: 3059 10/10/2018>
MKT10008 Publics Resellers Find and sell to customers. Suppliers SWOT Analysis Topic 3 SWIN SWINBURNE UNIVERSITY OF TECHNOLOGY BUR NE Any group that has an actual or potential interest in or impact on an organisation's ability to achieve its objectives. Suppliers form an important link in the company's overall customer value delivery system. Suppliers provide the resources needed by the company to produce its goods and services. Most marketers today treat their suppliers as partners in creating and delivering customer value. Strength Weaknesses Opportunities Threats Analysis @Copyright: 2016 Swinburne University of Technology <UniLink & MKT Glossary Topic 3 > Version <1 > CRICOS: 0011D TOID: 3059 10/10/2018> Page 2 of 2