ARCH 131 Study Guide - Midterm Guide: Stratified Sampling, Customer Relationship Management, Simple Random Sample

• School: Simon Fraser University
• Department: Archaeology
• Course: ARCH 131
• Professor: Dennis Sandgathe

Document Summary

Marketing environment: consists of the actors and forces outside marketing that affect marketing management"s ability to build and maintain successful relationships with target customers. > microenvironment: actors close to the company that affect its ability to serve its customers. ( suppliers, marketing intermediaries, competitors, publics, customers) Marketing intermediaries: include banks, wholesaler, resellers( costco). ex. there are certain brands that sell only at sephora. > macro environment: the larger societal forces that affect the microenvironment( demographic, natural, technological, political, cultural forces) The company: top management decides the direction and marketing department makes decisions based on that direction. Suppliers: supply availability may affect sales volume. Marketing intermediaries: helps the company promote, sell and distribute its products to final buyers. ( resellers: helps the company find customers or make sales to them. Physical distribution firms, marketing services agencies, financial intermediaries). Marketers need to optimize the performance of the entire system. Competitors: how big the firm is will be positioned differently.