Week 2.1 - Marketing Environment I Week 2.1 Quote of the...

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Marketing Environment I Week 2.1 Quote of the Day: “Marketing does not operate in a vacuum but rather in a complex and changing environment”. Today’s Agenda: What is Marketing? I. Define Marketing Environment II. Microenvironment: The company, suppliers, marketing intermediaries, customers, competitors, publics III. Macroenvironment (start) Figure 1-1: A Simple Model of the Marketing Process Weeks 1-4: Market environment; Marketing information; consumer behavior Weeks 5-6: Weeks 7-13: The Marketing Mix (4 P’s) Marketing Environment “The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.” --pg 65 Studying the environment allows marketers to: Understand the constraints they operate under Learn of opportunities Reveal to avoid or combat Figure 3-1: Actors in the Microenvironment
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190 48 17 13 230 114 11 87
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This note was uploaded on 03/29/2008 for the course B A 303 taught by Professor Coupland during the Spring '08 term at Penn State.

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Week 2.1 - Marketing Environment I Week 2.1 Quote of the...

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