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 TECHNOLOGY’S 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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This note was uploaded on 02/09/2011 for the course MAR 3023 taught by Professor Lutz during the Spring '08 term at University of Florida.

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

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