Chapter2-InClass

Chapter2-InClass - Chapter2 Chapter2 TheMarketinMarketing...

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Chapter 2  Chapter 2  The Market in Marketing The Market in Marketing
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Chapter 2 Guide Chapter 2 Guide Marketing Environment Five Forces  Social Changes Competition Consumer Markets Business Markets
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The  Marketing Environment  is a set of  forces, some controllable and some  uncontrollable, that influence the ability  of a business to create value and attract  and serve customers.
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Organizatio n Political Technology Consumers Suppliers Competitors Internal Environment External Environment Loss of Control
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Microenvironment Bargaining  power of  customers Threat of  substitute  products Competitive  rivalry within  an industry Porter’s Five  Forces
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External Marketing Environment External Marketing Environment Consumer  Characteristics Social Change Economic Conditions Political &  Legal Factors Technology Competition Environmental Environmental Scanning Scanning Target Market Product Distribution Promotion Price External Environment  External Environment  Ever-Changing Ever-Changing Marketplace Marketplace Internal  Internal  (within the  (within the  organization) organization) Marketing mix Marketing mix
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1. Social Changes 1. Social Changes
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1. Social Changes: 1. Social Changes: American Core Values American Core Values     Achievement and success                           .                                  .                                 .                                 .   Freedom Youthfulness Fitness and Health Recycling Effects on  business?
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1. Social Changes 1. Social Changes The phenomena of working women has had the  greatest effect on marketing than any other social  change 63% of all females (ages 16-65) are in the workforce Purchasing power from dual-career families  is rising Female population growing faster as women tend to live  longer - maybe not for long Female heads of households experienced an increase of  3.3% in real income (adjusted for inflation/cost of living)  over the last ten years
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1. Social Changes 1. Social Changes Component Lifestyles The practice of  choosing goods and  services that meet one’s  diverse needs and  interests rather than                  .
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Chapter2-InClass - Chapter2 Chapter2 TheMarketinMarketing...

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