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Marketing Exam Study!

        • Local publics

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            Neighbourhood residents and community organizations

        • General public

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              Company needs to be concerned about the general public’s attitude towards its products and activities

        • Internal publics

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              Include workers, managers, volunteers, and board of directors

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    The marketing macroenvironment

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      The larger societal forces that affect the organization’s marketing activities – demographic, economic, natural, technological, political, and cultural forces

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    Six major factors affecting the marketing macroenvironment (Fig 4.2)

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        Demographic Environment

        • The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics

        • People who study demographics assume certain people do certain things at certain ages

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        Economic Environment

        • Factors that affect consumer purchasing power and spending patterns

        • Changes in Income

        • Changing Consumer Spending Patterns

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        Natural Environment

        • Natural resources that are needed as inputs by marketers or that are affected by marketing activities

        • Marketers should be aware of several trends in the natural environment

        • Shortages of raw materials

        • Increased pollution

        • Increased government intervention

        • In today’s age, we’ve spawned the “green movement”

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        Technological Environment

        • Forces that create new technologies, creating new product and market opportunities

        • Technology is perhaps the most dramatic force now shaping our destiny

        • New technologies create new markets and new opportunities and marketers must be aware of new technology developments to take advantage of them

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        Political Environment

        • Laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society

        • Most political people agree some regulation in free markets are good to ensure fairness

        • There are 3 things why business legislation has been enacted

        • First is to protect companies from each other

        • Second is to protect consumers from unfairness

        • Third is to protect the interests of society

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        Cultural Environment

        • Institutions and other forces that affect society’s basic values, perceptions, preferences, and behaviours

        • Core beliefs are beliefs and values passed on from parents to children and reinforced by schools, churches, businesses, and government

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