Powerpoints Segment 2

Powerpoints Segment 2 - CONSUMER WILLINGNESS AND ABILITY TO...

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SEGMENT 2 : THE MARKETING ENVIRONMENT (Related chapter in text: 3)
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LEARNING OBJECTIVES Understand the importance of the environment within which marketing occurs. Describe the levels, characteristics and sectors of the marketing macro- and micro- environment.
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LEARNING OBJECTIVES Describe key forces and trends in the social, economic, technological, regulatory and natural sectors of the macro-environment. Describe the components and importance of strategic environmental scanning.
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MARKETING ENVIRONMENT CONSTRAINING MULTI-LEVEL CURRENT/ FUTURE
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CONSTRAINT CONTROL - ADAPT - MODIFY THREAT/ OPPORTUNITY
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LEVELS MACRO MICRO INTERNAL
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MACRO SOCIAL ECONOMIC TECHNOLOGICAL REGULATORY NATURAL
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SOCIAL CULTURAL DEMOGRAPHIC
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CULTURAL CORE SET OF BELIEFS & VALUES MICRO-CULTURES DIVERSITY !
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DEMOGRAPHIC AGE DISTRIBUTION GEOGRAPHIC HOUSEHOLD COMPOSITION
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ECONOMIC GROSS DOMESTIC PRODUCT (GDP) 1960 = $2 TRILLION 1991 = $5 TRILLION 1998 = $8 TRILLION 2007 = $14 TRILLION
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Unformatted text preview: CONSUMER WILLINGNESS AND ABILITY TO BUY CONSUMER INCOME- GROSS- REAL- DISPOSABLE- DISCRETIONARY CONSUMER EXPECTATIONS INDEX OF CONSUMER CONFIDENCE TECHNOLOGICAL TELEVISION TELEPHONE COMPUTER/INTERNET TECHNOLOGYS IMPACT ON MARKETING PRODUCT FORM ADVERTISING RETAILING MARKETING RESEARCH PRE-RECORDED MUSIC UNITS CASSETTES ONLINE LPs CDs 1980 1985 1990 1995 2000 2005 KEY ISSUES IN TECH ENVIRONMENT RATE OF CHANGE MEDIA FRAGMENTATION REGULATORY PROTECTING COMPETITION PROTECTING CONSUMERS POLITICAL PRESSURE CONSUMERISM MEDIA NATURAL ENERGY POLLUTION RAW MATERIALS WEATHER GREEN MARKETING MICRO-ENVIRONMENT CUSTOMERS COMPETITORS STAKEHOLDERS SUPPLIERS CHANNELS INTERNAL ENVIRONMENT TOP MANAGEMENT PERSONNEL OTHER DEPARTMENTS STRATEGIC ENVIRONMENTAL SCANNING SECTORS ACTORS SOURCES INTERPRETATION...
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Powerpoints Segment 2 - CONSUMER WILLINGNESS AND ABILITY TO...

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