Kotler03a envi

Kotler03a envi - Chapter 3 (a) Analysing Business...

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Unformatted text preview: Chapter 3 (a) Analysing Business Environment Marketing Environment Marketing Environment- consists of the actors and forces outside marketing that affect marketing managements ability to develop and maintain successful relationships with its target customers. Includes: Microenvironment - forces close to the company that affect its ability to serve its customers. Macroenvironment - larger societal forces that affect the microenvironment. a) The Companys Microenvironment Companys Internal Environment top management, marketing departments plans Suppliers provide resources needed to produce goods and services, important link in the value delivery system Marketing Intermediaries help the company to promote, sell, and distribute its goods to final buyers i.e. resellers The Companys Microenvironment Customers five types of markets that purchase a companys goods and services Competitors those who serve a target market with similar products and services, company must gain strategic advantage against these organizations...
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This note was uploaded on 11/04/2010 for the course MM 012 taught by Professor Kotler during the Spring '10 term at E. Kentucky.

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Kotler03a envi - Chapter 3 (a) Analysing Business...

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