The Global Marketing Environment

The Global Marketing Environment - Click to edit Master...

Info iconThis preview shows pages 1–8. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Click to edit Master subtitle style 3/5/11 The Global Marketing Environment Session 4 3/5/11 After studying the chapter you should be able to: Understand the nature and importance of the marketing environment Describe the major components of the social environment and their effects on marketing Effects of economic environment Opportunities and threats offered by 3/5/11 The Marketing Environment The marketing environment surrounds and impacts upon the organization. There are three key perspectives on the marketing environment, namely the macro-environment micro-environment 3/5/11 ORGANIZATIO N Micro Environment Internal Environmen t Macro Environment The Marketing Environment 3/5/11 The Macro Environment This includes all factors that can influence an organization, but that are out of their direct control . A company does not generally influence any laws (although it is accepted that they could lobby or be part of a trade organization). The wider environment is also ever changing, and the marketer needs to compensate for changes in culture, 3/5/11 { 8 3 8 0 8 2 B -9 B 8 3 -4 1 E B -8 4 8 7 -4 C B 9 C 3 0 A 8 D 3 C } Company onomic Forces atural Forces { F 6 5 7 D 7 9-C 7 0 8 -4 7 0 1 -B 3 8 F -3 B C 2 C 6 0 3 2 8 C 8 } Technological Forces { 9 8 3 4 7 1 E 9 -3 5 0 6 -4 F 9-8 7 B 6 -6 C 1 F 9 B 5 1 5 1 0 3 } Demographic Forces { F 6 5 B F 6 B 9 -3 A 3 E -4 E D 5 -B 4 D 7 -F 7 9 D 4 C 4 3 F 2 C } Political Forces { 2 D F 8 C 4 F A -4 0 8 1 -4 1 2 C -9 4 B 1 -B 7 C 3 F 6 2 9 2 0 6 B } Cultural Forces 3/5/11 The Micro Environment This environment influences the organization directly. It includes suppliers that deal directly or indirectly, consumers and customers, other local stakeholders....
View Full Document

Page1 / 32

The Global Marketing Environment - Click to edit Master...

This preview shows document pages 1 - 8. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online