Session3_Macroenvironment_Students

Session3_Macroenvironment_Students - Session 3 The...

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1 Comm 224 Marketing Management / Mark 201 Introduction to Marketing Session 3 The Marketing Environment Ch. 3 The Marketing Environment Jooseop Lim Assistant Professor Department of Marketing John Molson School of Business Concordia University
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2 Marketing environment: Factors and forces outside of marketing’s direct control Affect management’s ability to develop and maintain successful relationships with target customers Opportunities and Threats Successful companies need to watch and adapt to changing environment Recent trend: Environmental management perspective (Proactive rather than reactive) Microenviroment: Forces close to the company that affect its ability to serve customers The company, competitors, suppliers, marketing intermediaries, customers, and publics (Value-delivery network) Macroenvironment: Larger, societal forces that affect the organization’s microenvironment Demographic, Economic, Natural, Technological, Political, and Cultural The Marketing Environment
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3 The company: Management, finance, research & development, purchasing, manufacturing, accounting, and human resources Each department will have their own objectives
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This note was uploaded on 04/18/2008 for the course MKT 224 taught by Professor Lim during the Winter '08 term at Concordia Canada.

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Session3_Macroenvironment_Students - Session 3 The...

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