P of MKT-C2-09 - Marketing Environment Dr. LE THANH LONG...

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Principles of MKT, S2 Dr. Lê Thành Long 1 Marketing Environment Dr. LE THANH LONG
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Principles of MKT, S2 Dr. Lê Thành Long 2 Contents s Discuss the external environment of marketing, and explain how it affects a firm s Describe the social, demographic, economic, technology, political and legal, competition factors that affect marketing
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Principles of MKT, S2 Dr. Lê Thành Long 3 External Marketing Environment Target Market Product Distribution Promotion Price Product Distribution Promotion Price Marketing mix Marketing mix Target Market – a defined group most likely to buy a firm’s product
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Principles of MKT, S2 Dr. Lê Thành Long 4 External Marketing Environment Demographics Demographics Social Change Social Change Economic Conditions Economic Conditions Political & Legal Factors Political & Legal Factors Technology Technology Competition Competition Environmental Environmental Scanning Scanning Target Market Product Distribution Promotion Price Product Distribution Promotion Price External Environment External Environment (uncontrollable) (uncontrollable) Internal Internal (within the (within the organization) organization) Marketing mix Marketing mix
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Principles of MKT, S2 Dr. Lê Thành Long 5 External Marketing Environment s Marketing managers have to understand the external environment b Continually collect and evaluate environment information b Identify future market opportunities and threats
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Principles of MKT, S2 Dr. Lê Thành Long 6 External Marketing Environment Social Social Demographic Demographic Economic Economic Technologic Technologic Political and Legal Political and Legal Competitive Competitive External Environmental Factors External External Environmental Environmental Factors Factors
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Principles of MKT, S2 Dr. Lê Thành Long 7 Social Factors Values Values Attitudes Attitudes Lifestyle Lifestyle Social Factors Social Factors
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Principles of MKT, S2 Dr. Lê Thành Long 8 Social Factors s Value is a strongly held and enduring belief s Values also influence customer buying habits s A personal’s values are key determinants of what is important and not important s People living in a particular society hold many core beliefs and values that tend to persist s Companies have some chance of changing secondary values but little chance of changing core values
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Principles of MKT, S2 Dr. Lê Thành Long 9 Social Factors
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This note was uploaded on 11/13/2010 for the course BA BA12345 taught by Professor Harry during the Spring '10 term at University of Economics and Technology.

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P of MKT-C2-09 - Marketing Environment Dr. LE THANH LONG...

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