Marketing Environment_Chapter3

Marketing Environment_Chapter3 - Chapter 3 Marketing...

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Chapter 3 Marketing Environment
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Marketing Environment Learning Goals What environmental forces shape marketing Understand impact of demographics Understand impact of economic factors Identify trends in the natural and technological environments Identify key changes in political and cultural environments Realize how companies react to the marketing environment
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Marketing Environment The Marketing Environment The “actors” and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers A. Microenvironment Includes the “actors” close to the company B. Macroenvironment Involves larger societal forces
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Marketing Environment A. The Company Marketers must Consider and work together with finance, Relate to broader company goals and strategies B. Suppliers Marketers must Keep an eye on supply availability and pricing Cultivate effective relationships with suppliers Microenvironment
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C. Marketing intermediaries Marketers must cultivate relationships with those who promote, sell and distribute goods to final buyers Include resellers, physical distribution firms, marketing services agencies and financial intermediaries D. Customers What customers? Our mission statement and strategic plans will provide the answer. Microenvironment
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Marketing Environment_Chapter3 - Chapter 3 Marketing...

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