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

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

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Unformatted text preview: Chapter 3 1 Objectives  Understanding environmental forces. h Companys Micro-environment h Companys Macro-environment h Responding to the marketing environment 2 Marketing Process Researc Researc h h custome custome r and the r and the market market place place Managin Managin g g marketin marketin g g informati informati on and on and custome custome r data r data Select Select customer to customer to serve: market serve: market segmentation segmentation and targeting and targeting Decide on Decide on value value proposition: proposition: differentiation differentiation and and positioning positioning Product and Product and service design: service design: building a building a strong brand strong brand Price Create Price Create real value real value Distribution Distribution manage manage demand and demand and supply chain supply chain Promotion Promotion Communicatin Communicatin g the value g the value Customer Customer relationship relationship management management : build strong : build strong relationship relationship with chosen with chosen customers customers Partner Partner relationship relationship management management : build a : build a strong strong relationship relationship with with marketing marketing partners partners Create Create satisfied loyal satisfied loyal customer customer Capture Capture customer life customer life time value time value Increase share Increase share of market and of market and share of share of customer customer 3 The Marketing Environment The actors and forces outside marketing that affect marketing managements 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)....
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3- ch 03. Marketing environment(97-2003) - Chapter 3 1...

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