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3- ch 03. Marketing environment(97-2003)

3- ch 03. Marketing environment(97-2003) - Chapter 3 1...

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Chapter 3 1
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Objectives  Understanding environmental forces. h Company’s Micro-environment h Company’s Macro-environment h Responding to the marketing environment 2
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Marketing Process Researc Researc h h custome custome r and the market market place place Managin Managin g g marketin marketin g g informati on and on and custome r data r data Select Select customer to customer to serve: market segmentation segmentation and targeting and targeting Decide on Decide on value value proposition: proposition: differentiation differentiation and and positioning Product and service design: building a building a strong brand strong brand Price Create Price Create real value Distribution manage manage demand and supply chain supply chain Promotion Communicatin Communicatin g the value g the value Customer Customer relationship relationship management : build strong relationship with chosen with chosen customers customers Partner relationship management : build a : build a strong strong relationship with marketing partners partners Create Create satisfied loyal customer Capture Capture customer life customer life time value time value Increase share of market and of market and share of share of customer 3
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The Marketing Environment  The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. h The marketing environment is made up of micro-environment (The Company, Suppliers, Marketing Intermediaries, Customers Markets, Competitors, And Publics) ,and macro-environment (Demographic, Economic, Natural, Technological, Political, And Culture Forces). 4
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Micro-environment The actors close to the company that affect its ability to serve its customer – the company, suppliers, marketing intermediaries, customers markets, competitors, and publics.
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