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chp 3 - TheMarketing Environment Chapter3 LearningGoals 1 2...

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The Marketing  Environment Chapter 3
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  3 - 2 Learning Goals 1. Understand environmental forces 2. Learn how demographic and economic  factors affect marketing 3. Identify trends in the firm’s natural and  technological environments 4. Explore key changes in political and  cultural environments 5. Realize how companies react to the  marketing environment
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  3 - 3 Challenges Shifting consumer lifestyles Low ratings of food and  service quality Atmosphere not upscale Image of being unclassy,  uncultured and uncool to  younger target markets Case Study McDonald’s – Challenges and  Reactions Marketing Initiatives Focus on core competency of  consistent products and reliable  service Upscale alternative including  McCafe and Bistro Gourmet Healthier food options with  elimination of “supersize” and  introduction of Go Active! Adult  Happy Meal
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  3 - 4 The Marketing Environment Marketing Environment: The actors and forces outside marketing that  affect marketing management’s ability to build  and maintain successful relationships with  target customers Microenvironment Includes the actors close to the company Macroenvironment Involves larger societal forces Goal 1: Understand environmental factors
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  3 - 5 Marketing must  consider other parts  of the organization  including finance,  R&D, purchasing,  operations and  accounting Marketing decisions  must relate to broader  company goals and  strategies Microenvironment Actors Actors 1. The company 2. Suppliers 3. Marketing  intermediaries 4. Customers 5. Competitors 6. Publics Goal 1: Describe environmental factors
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  3 - 6 Marketers must watch  supply availability  and pricing Effective partnership  relationship  management with  suppliers is essential Microenvironment Actors Actors 1.
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