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B2 - Ch03_Marketing environment -st [Compatibility Mode]

B2 - Ch03_Marketing environment -st [Compatibility Mode] -...

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1 1 Chapter 2 The Marketing Environment Dr. Hoàng Thị Phương Thảo HCMC University of Economics 2 Marketing Environment Marketing Environment - Includes: Microenvironment – Macroenvironment –
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2 3 The Company’s Microenvironment Company’s Internal Environment - Suppliers Marketing Intermediaries 4 Company’s Internal Environment
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3 5 The Company’s Microenvironment Customers Competitors Publics 6 Types of Customer Markets Reseller Markets Company
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4 Competitive Factors How many competitors? How big are competitors? How interdependent is the industry? Control 10 Gauging a competitor’s strength and weaknesses Share of market : Share of mind : Share of heart :
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5 9 Types of Publics Company Citizen Action Publics 10 Major Forces in the Company’s Macroenvironment
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6 11 The Company’s Macroenvironment Demographic Economic Natural 12
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7 13 Economic Environment 13 Economic Development Changes in Income:
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