Chapter 3-4 - Chapter Three Analyzing the Marketing...

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Chapter Three Analyzing the Marketing Environment Dr. LE THANH LONG
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PoMKT- S2 Dr. Le Thanh Long 2 Content b The Company’s Microenvironment b The Company’s Macroenvironemnt b Responding to the Marketing Environment
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PoMKT- S2 Dr. Le Thanh Long 3 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 target customers
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PoMKT- S2 Dr. Le Thanh Long 4 The 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
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PoMKT- S2 Dr. Le Thanh Long 5 The Company’s Microenvironment b Top management b Finance b b Purchasing b Operations b Accounting The Company
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PoMKT- S2 Dr. Le Thanh Long 6 The Company’s Microenvironment b Provide the resources to produce goods and services b Treated as partners to provide customer value Suppliers
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PoMKT- S2 Dr. Le Thanh Long 7 The Company’s Microenvironment b Help the company to promote, sell and distribute its products to final buyers Marketing Intermediaries
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PoMKT- S2 Dr. Le Thanh Long 8 The Company’s Microenvironment Types of Marketing Intermediaries
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PoMKT- S2 Dr. Le Thanh Long 9 The Company’s Microenvironment b Firms must gain strategic advantage by positioning their offerings against competitors’ offerings Competitors
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PoMKT- S2 Dr. Le Thanh Long 10 The Company’s Microenvironment b Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives s Financial publics s Media publics s Government publics s Citizen-action publics s Local publics s General public s Internal publics Publics
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PoMKT- S2 Dr. Le Thanh Long 11 b The larger societal forces that affect the microenvironment – demographic, economic, natural, technological, political, and cultural forces. The Company’s Macroenvironment
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PoMKT- S2 Dr. Le Thanh Long 12 Demographic Economic Political-Legal Socio-Cultural Technological Natural The Company’s Macroenvironment
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PoMKT- S2 Dr. Le Thanh Long 13 The Company’s Macroenvironment Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics b Demographic environment is important because it involves people, and people make up markets b Demographic trends include age, family structure, geographic population shifts, educational characteristics, and population diversity Demographic Environment
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PoMKT- S2 Dr. Le Thanh Long 14 The Company’s Macroenvironment b Changing age structure of the population s Baby boomers include people born between 1946 and 1964 s Most affluent Americans Demographic Environment
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Dr. Le Thanh Long 15 The Company’s Macroenvironment b Generation X includes people born between 1965 and 1976 s High parental divorce rates s Cautious economic outlook
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This note was uploaded on 04/09/2011 for the course MARKETING 2011 taught by Professor Huyduong during the Spring '11 term at International University in Germany.

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Chapter 3-4 - Chapter Three Analyzing the Marketing...

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