In the context of the ‘Marketing environment’, according to Kotler et al. (2014) the publics and economic forces belong to the macroenvironment.

Question

BlackTom AI · Accepted Answer

To approach this item, let's first recall how Kotler et al. (2014) categorize the marketing environment. 
Option A states: 'True.' 
Option B states: 'False.'

Option A analysis: If we considered 'publics' and 'economic forces' as both belonging to the macroenvironment, we would be grouping a broad external layer together with a sub-set of stakeholders. In Kotler’s framework, the macroenvironment includes large-scale forces such as demographic, economic, natural, technological, political, and cultural forces that shape opportunities and threats for all firms. However, 'publics'—which include groups like media publics, citizen-action publics, local publics, general publics, and financial publics—are typically discussed as part of the microenvironment, i.e., closer to the company and its immediate environment. Therefore, treating 'publics' as macro-level forces is not accurate.

Option B analysis: 'False' would be correct because:
- Economic forces are generally categorized as part of the macroenvironment, since they reflect broad, external economic conditions affecting the market at large.
- 'Publics,' on the other hand, are considered as part of the microenvironment, representing various stakeholder groups that directly influence or are influenced by the organization’s actions.
- The statement incorrectly groups publics with macro-level forces, conflating two distinct components of the marketing environment.

Among the options, the core misunderstanding lies in the placement of 'publics' within the macroenvironment. The correct interpretation is that economic forces belong to the macroenvironment, while publics belong to the microenvironment. The question asserts both are macro, which is not consistent with Kotler et al.’s typology.

In sum, the reasoning shows why the claim is not accurate: publics are not macroenvironmental forces; they are microenvironmental actors, whereas economic forces are macro. Thus, the statement is false.

252_2HO003_Marketing

In the context of the ‘Marketing environment’, according to Kotler et al. (2014) the publics and economic forces belong to the macroenvironment.

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