03 Marketing Environment (BB)

03 Marketing Environment (BB) - Marketing Environment Click...

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Click to edit Master subtitle style Marketing Environment Chapter 3 Text is covered
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Overview n Ch3: Marketing Environment q Overview q Environmental Forces 1. Social 2. Economic 3. Technological 4. Competitive 5. Regulatory
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Marketing Environment n What is it? n How do we monitor it? q Environmental Scanning n continually acquiring information on events occurring outside the organization to identify and interpret potential trends and possible threats.
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Marketing Environment n CONSTRAINTS q Control n Adapt? n Modify? q Threat or Opportunity? n CURRENT/FUTURE 55 Modifications since introduction
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Environmental Factors That Influence Marketing Decisions n Micro- n Forces close to a Macro- Large external
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Company s Microenvironment n Consists of the actors close to the company that affect its ability to serve its customers q The Company q Customers q Competitors q Suppliers q Marketing Intermediaries q Publics q Stakeholders q Internal Environment q Employees
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Macro Environment n Social n Economic n Technological n Regulatory n Natural
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1. Social Culture
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Social n Cultural q Core set of beliefs and values that are shared by a
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This note was uploaded on 02/18/2011 for the course MRKT 301 taught by Professor Taek.kim during the Spring '11 term at Rutgers.

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03 Marketing Environment (BB) - Marketing Environment Click...

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