Chapter 3 Notes

Chapter 3 Notes - Chapter 3 Notes/Terms Marketing...

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Chapter 3 Notes/Terms Marketing environment: the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. Microenvironment: the actors close to the company that affect its ability to serve its customers – the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. Macroenvironment: the larger societal forces that affect the microenvironment – demographic, economic, natural, technological, political, and cultural forces. Marketing intermediaries: firms that help the company to promote, sell, and distribute its goods to final buyers; they include resellers, physical distribution firms, marketing service agencies, and financial intermediaries. Resellers- distribution channel firms that help the company find customers or make sales to them (wholesalers and retailers) Physical distribution firms- help the company to stock and move goods from their points of origin to their destinations. Marketing service agencies-
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Chapter 3 Notes - Chapter 3 Notes/Terms Marketing...

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