What is a "public" in terms of the marketing environment? In a short essay, briefly describe the different types of publics that marketers must consider and explain how marketing might communicate with these publics
What will be an ideal response?
A public is any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives. There are seven types of publics.
Financial publics: This group influences the company's ability to obtain funds.
Media publics: This group carries news, features, and editorial opinions.
Government publics: Management must take government developments into account. Marketers must often consult the company's lawyers on issues of product safety, truth in advertising, and other matters.
Citizen-action publics: A company's marketing decisions may be questioned by consumer organizations, environmental groups, minority groups, and others. Its public relations department can help it stay in touch with consumer and citizen groups.
Local publics: This group includes neighborhood residents and community organizations. Large companies usually create departments and programs that deal with local community issues and provide community support.
General public: A company needs to be concerned about the general public's attitude toward its products and activities. The public's image of the company affects its buying.
Internal publics: This group includes workers, managers, volunteers, and the board of directors. Large companies use newsletters and other means to inform and motivate their internal publics.
A company can prepare marketing plans for these major publics as well as for its customer markets.
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