Chapter 3 Analyzing Marketing Environment.pdf - Chapter 3...

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Chapter 3Analyzing The Marketing EnvironmentPrinciples of Marketing _ Lai Vinh Phuc, MBA
Learning OutcomesDescribe the environmental forces that affect the company’s ability toserve its customers.Explain how changes in the demographic and economic environmentsaffect marketing decisions.Identify the main trends in the firm’s natural and technologicalenvironments.Explain the key changes in the political and cultural environments.Discuss how companies can react to the marketing environment.Principles of Marketing _ Lai Vinh Phuc, MBA
Content:I.Marketing Environment DefinitionII.MicroenvironmentIII. MacroenvironmentIV.PESTLE AnalysisV.Responding to the Marketing EnvironmentPrinciples of Marketing _ Lai Vinh Phuc, MBAPrinciples of Marketing _ Lai Vinh Phuc, MBA
I.Marketing Environment DefinitionMarketing Environment:consists ofinside actorsandforces outsidemarketing that affect marketing management’s ability to build andmaintain successful relationships with target customer.Microenvironment:Actorsclose to the company affect the ability toserve the customers.Macroenvironment:Larger forcesaffects the microenvironment.Principles of Marketing _ Lai Vinh Phuc, MBA
Figure 1: Marketing Environment of a CompanyPrinciples of Marketing _ Lai Vinh Phuc, MBA
Figure 2: Actors in MicroenvironmentII.MicroenvironmentPrinciples of Marketing _ Lai Vinh Phuc, MBA
II.Microenvironment1.The Company:- Top Management: set mission, objectives, policies & strategies- Finance & Accounting- R&D Group- Purchasing- Operation- Human Resources=> All departments form internal environmentPrinciples of Marketing _ Lai Vinh Phuc, MBA
II.Microenvironment2.Supplier:Important link in company’s overall customer value delivery networkCreating value for company by:

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Term
Summer
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Marketing, Lai Vinh Phuc

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