Chapter 4 - The Marketing Environment Marketing CHAPTER 4 1...

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Chapter 4 1 Marketing CHAPTER 4 The Marketing Environment
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Chapter 4 2 Learning Outcomes Discuss the external environment of marketing, and explain how it affects a firm Discuss how each of the six groups of environmental factors will affect marketing LO LO
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Chapter 4 3 Discuss the external environment of marketing, and explain how it affects a firm The External Marketing Environment The External Marketing Environment LO
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Chapter 4 4 External Marketing Environment LO Demographics Social Change Economic Conditions Political & Legal Factors Technology Competition Environmental Scanning Target Market External Environment (uncontrollable) Ever-Changing Marketplace Product Distribution Promotion Price Internal (within the organization) Marketing mix
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Chapter 4 5 Target Market LO A defined group most likely to buy a firm’s product. Target Market
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Chapter 4 6 Environmental Scanning LO T he process to continually collect and evaluate environmental information. Environmental Scanning
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Chapter 4 7 Environmental Management LO A company implements strategies that attempt to shape the external environmental within which it operates. Environmental Management
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Chapter 4 8 Discuss how each of the six groups of environmental factors will affect marketing Effects of Environmental Factors Effects of Environmental Factors LO
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Chapter 4 9 Social Factors Values Attitudes Lifestyle
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Chapter 4 10 Social Factors Social Factors Influence: Products purchased Prices paid for products Effectiveness of promotions How, where, and when people purchase
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Chapter 4 11 Social Factors Self-Sufficiency Upward Mobility Work Ethic Conformity Core American Values
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Chapter 4 12 Component Lifestyles Component Lifestyles The practice of choosing goods and services that meet one’s diverse needs and interests rather than conforming to a single, traditional lifestyle.
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This note was uploaded on 05/03/2010 for the course MKTG 201020 taught by Professor J.j during the Spring '10 term at Northeastern.

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Chapter 4 - The Marketing Environment Marketing CHAPTER 4 1...

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