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Ch03_Ne - The Marketing Environment and Marketing Ethics...

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Prepared by Deborah Baker Prepared by Deborah Baker Texas Christian University Texas Christian University Canadian Adaptation by Miguel Morales Canadian Adaptation by Miguel Morales Saint Mary’s University Saint Mary’s University COPYRIGHT  ©  2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  The Marketing Environment  and Marketing Ethics Chapter 3
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2 COPYRIGHT  ©  2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Learning Objectives 1. Discuss the external environment of  marketing, and explain how it affects a  firm. 2.  Describe the social factors that affect  marketing. 3.  Explain the importance to marketing  managers of current demographic  trends.
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3 COPYRIGHT  ©  2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Learning Objectives (continued) 4.  Explain the importance to marketing  managers of multiculturalism and  growing ethnic markets. 5.  Identify consumer and marketer  reactions to the state of the economy. 6.  Identify the impact of technology on a  firm.
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4 COPYRIGHT  ©  2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Learning Objectives (continued) 7. Discuss the political and legal  environment of marketing. 8. Explain the basics of foreign and  domestic competition. 9. Describe the role of ethics and ethical  decisions in business. 10. Discuss corporate social  responsibility.
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5 COPYRIGHT  ©  2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  External Marketing Environment Demographics Social Change Economic Conditions Political & Legal Factors Technology Competition Target Market Product Distribution Promotion Price Exhibit 3.1 Ever-Changing Ever-Changing Marketplace Marketplace External Environment External Environment is not controllable is not controllable Environmental Environmental Scanning
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6 COPYRIGHT  ©  2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  External Marketing Environment Social Demographic Economic Technologic Political and Legal Competitive External  Environmental  Factors Trends for 2004
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7 COPYRIGHT  ©  2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Social Factors Values Lifestyles Changing roles Social factors
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8 COPYRIGHT  ©  2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Marketing Oriented Values Conformity Work Ethic Upward Mobility Self-Sufficiency Basic Canadian Values
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9 COPYRIGHT  ©  2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  The Influence of Values  on Buying Habits Reliability Durability Easy maintenance Ease of use Trusted brand Low price Ranked characteristics of product quality
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10 COPYRIGHT  ©  2006 by Nelson, a division of Thomson Canada Limited. All rights reserved 
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