Ch3 Marketing Environment

Ch3 Marketing Environment - Marketing Environment Chapter 3...

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1 © Emmelhainz and Grantham, MARK 3000 Marketing Environment Chapter 3 Environment Marketing Determining the needs/wants of consumers and satisfying those needs through the use of the 4P’s to create an exchange of value and a long term relationship. Marketing Environment z Definition – Uncontrollable elements outside of any organization that may affect its performance z Environmental scanning – Systematic analysis of those elements
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2 © Emmelhainz and Grantham, MARK 3000 External environmental factors z Demographic – Characteristics of the population such as age, race, ethnicity, location z Social – Attitudes, values, and lifestyles z Economic – Income and economic health of the country z Technological – Science based advances z Political and Legal – Local, state, and federal laws and rulings z Competitive – Number, size, and type of competitors Demographic Factors z Current U.S. demographic statistics – 305 million people (2007 Census estimate) – 115 million households – 49.2 % men/50.8% women
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Ch3 Marketing Environment - Marketing Environment Chapter 3...

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