That people use products, brands, and services as a means of self-expression reflects which aspect of the cultural environment?
Companies have recently recognized that “Spirituality is in.” This recognition and the corresponding marketing strategy built around it is a reflection of which of the following views?
A management perspective in which the firm takes aggressive actions to affect the publics and forces in its marketing environment rather than simply watching and reacting to them is called a(n):
Whenever possible, smart marketing managers will take a _____________ rather than ___________ approach to the marketing environment. (Choose the best combination available.)
The microenvironment is the actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful transactions with its target customers.
The microenvironment for most firms consists of the company itself, suppliers, marketing channel firms, customer markets, competitors, and publics.
The macroenvironment for most firms consists of the company itself, suppliers, marketing channel firms, customer markets, competitors, and publics.
Under the marketing concept, top management, finance, research and development,purchasing, manufacturing, and accounting must “think consumer,” and they should work in harmony to provide superior customer value and satisfaction.
Suppliers are firms and individuals that provide the resources needed by the company to produce its goods and services.
A good illustration of a marketing intermediary would be stock brokerage firm.