3.1 Name and describe the types of publics in a company’s marketing environment.
A public is any group that has an actual or potential interest in or impact on an organization’s
ability to achieve itsobjects
– Financial public: influence the company’s ability to obtain fund. Ex: bank
– Government publics: affect the company by passing legislations and laws that put restriction
on the company ‘s actions. Ex: public municipality
– Media public: carries news, feature and editorial opinion that may influence customers’
opinion towards the business. Ex: newspaper
– Citizen action public: include environmental group and minority group that can questioned
the actions of the company and put them in the public sportlight. Ex: consumer organization
– Local public: neighborhood and community organizations that will question a company
impact on the local area and the level of responsibility of their action
– General public: can greatly affect the company as any changes in their attitude will affect
the company. Its consists of population at large
