Kotcha04 - Chapter4 TheMarketingEnvironment 1...

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1 Chapter 4 The Marketing Environment
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2 The Marketing Environment (pp. 106-107) Market Analysis ) Environmental scanning, trends in the market – Chapter 4 Marketing research, marketing intelligence – Chapter 5 ___________________________________________________________________________________________________________________________________. Marketing Environment Marketing Environment  - actors and forces outside  marketing  that affect marketing management’s ability to  build and maintain successful relationships with target  customers. A source of both opportunities and threats: Micro Micro environment environment  - forces close to the company  that  affect its ability to serve its customers Macro Macro environment environment  - larger societal forces  that affect  the microenvironment
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3 Actors in the Company’s  Microenvironment        (Fig. 4.1,   pp. 107-111) Marketing Marketing Management Management Customers (Ch. 6, 7) Competitors Competitors (Ch. 18) Marketing  Marketing  Intermediaries Intermediaries (Ch. 13, 14)         Publics Publics   Media,   local public,  citizen action groups,  etc. Suppliers Suppliers The  The  Company Company • Value chain -   “think customer” • Competition for    resources
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4 The Company’s  Microenvironment          (pp. 108-111) The Company’s Internal Environment  The Company’s Internal Environment  - -  upper  management and functional areas inside a company that  have an impact on marketing’s plans. Suppliers  Suppliers  - -  provide the resources needed to produce  goods and services and are an important link in the “value  delivery system.” Marketing Intermediaries Marketing Intermediaries  -  -  help the company to promote,  sell, and distribute its goods to final buyers (wholesalers,  retailers).
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5 The Company’s  Microenvironment          (pp. 108-111) Customers Customers  -  -  markets that purchase a company’s goods  and services. Competitors
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This note was uploaded on 06/28/2010 for the course MKTG 00HP01 taught by Professor Himanshu during the Spring '10 term at Indiana Institute of Technology.

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Kotcha04 - Chapter4 TheMarketingEnvironment 1...

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