Chapter 03 - 3 PrinciplesofMarketing The...

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The  Marketing Environment 3 3 Principles of Marketing
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Learning Objectives After studying this chapter, you should be able to: 1. Describe the environmental forces that affect the  company’s ability to serve its customers 2. Explain how changes in the demographic and  economic environments affect marketing decisions 3. Identify the major trends in the firm’s natural and  technological environments 4. Explain the key changes in the political and cultural  environments 5. Discuss how companies can react to the marketing  environment 3-2
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Chapter Outline 1. The Company’s Microenvironment 2. The Company’s Macroenvironemnt 3. Responding to the Marketing  Environment 3-3
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The Marketing Environment The marketing environment  includes the  actors and forces outside marketing that  affect marketing management’s ability to  build and maintain successful relationships  with customers 3-4
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The Marketing Environment Marketing Environment Microenvironment   consists of the actors close  to the company that affect its ability to serve  its customers, the company, suppliers,  marketing intermediaries, customer markets,  competitors, and publics 3-5
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The Company’s Microenvironment Marketing Environment Macroenvironment   consists of the larger societal  forces that affect the microenvironment Demographic Economic Natural Technological Political Cultural 3-6
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The Company’s Microenvironment The Company Suppliers Marketing intermediaries Customers Competitors Publics 3-7
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The Company’s Microenvironment The Company Internal environment includes: Top management Finance Purchasing Operations Accounting 3-8
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The Company’s Microenvironment Suppliers Provide the resources to produce goods and  services Treated as partners to provide customer  value 3-9
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The Company’s Microenvironment Help the company to promote, sell,  and distribute its products to final  buyers Include: Resellers Physical distribution firms Marketing services agencies Financial intermediaries 3-10 Marketing Intermediaries
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The Company’s Microenvironment Marketing Intermediaries Resellers  are the distribution channel firms that  help the company find customers or make  sales to them Include: Wholesalers Retailers 3-11
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The Company’s Microenvironment Marketing Intermediaries Physical distribution firms  are the   distribution channel firms that help the  company to stock and move goods from  their points of origin to their final destination 3-12
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The Company’s Microenvironment Marketing Intermediaries Marketing service agencies  are the marketing  research firms, advertising agencies, media  firms, and marketing consulting firms that  help the company target and promote its  products to the right markets 3-13
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This note was uploaded on 04/08/2011 for the course BUS 312 taught by Professor Wittenberg,h during the Spring '08 term at University of Hawaii, Manoa.

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Chapter 03 - 3 PrinciplesofMarketing The...

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