Intro Mktg - 03 - Marketing Enviro - ch 3 & 4

Intro Mktg - 03 - Marketing Enviro - ch 3 & 4 -...

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1 THE MARKETING ENVIRONMENT & MARKETING ETHICS C HAPTERS MKTG 2270 January 17, 2008
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2 The Marketing Environment The marketing environment consists of all the factors external to the marketing department that can affect the organization’s marketing activities. Microenvironment - Includes the actors close to the company Macroenvironment - Involves larger societal forces Environmental scanning involves searching the environment for trends that may present opportunities or threats to the organization .
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3 Microenvironment 1. The Company - Other parts of the organization (R & D, Finance, Purchasing, Operations, and Accounting) 2. Suppliers - Effective partnership, relationship management with suppliers essential 3. Marketing Intermediaries - Include resellers, physical distribution firms, marketing services agencies, financial intermediaries
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4 Microenvironment (Continued) 4. Customers (Five types) - Consumers, Business, Reseller, Government, International 5. Competitors 6. Publics - Financial, Media, Government, Citizen-action, Local, General, Internal
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Intro Mktg - 03 - Marketing Enviro - ch 3 & 4 -...

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