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Principles of Marketing 17th Edition

Principles of Marketing (17th Edition)

Book Edition17th Edition
Author(s)Armstrong, Kotler
PublisherPearson Higher Education

Chapter 3, End of Chapter, Discussion Questions, Exercise 3-1

Page 94

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A public can be defined as a group that has an interest in the policies and functioning of the company. It may be internal or external.


Public may be referred to as a particular group who have high interest upon the impact of the organization's ability to achieve its objectives. The different types of publics are as follows:


  • Financial publics involve those groups which can influence a company's ability to generate funds.The examples include stockholders, banks, financial analysts etc.
  • Media publics contain groups concerned with news, announcements, and opinions about a company.These groups include television,newspapers, magazines,digital media etc.
  • Government publics include government functions and departments which are associated with the legal matters of the company. An example can be the revenue department.
  • Citizen-action public are composed of those groups which fight for rights of consumers,environment, etc. Public relations department of the company is supposed to handle such publics effectively.
  • Local publics refer to  neighbourhood communities and residents. for example, a residential colony in the vicinity of a company's office. a company can do some social work in such communities to earn their trust.
  • Internal publics refer to the employees, workers, staff, managers etc of the company. Their positive attitude towards their company is very beneficial. It sends a positive message to the outside world.

Verified Answer

The major types of publics in a company's environment are given below:

  • Financial publics
  • Media publics
  • Government publics
  • Citizen-action publics
  • Local publics
  • General public
  • Internal publics
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