Chapter 3

Chapter 3 - CHAPTER 3...

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CHAPTER 3 The Marketing Environment, Ethics, and Social Responsibility Principles of Marketing Minneapolis Community and Technical College Instructor: Dave Skogstrom Office: Management Education Center, Room 1050 Phone: 612-659-6422 Email: www.dave.skogstrom@minneapolis.edu .
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Chapter Objectives The Marketing Environment, Ethics,  and Social Responsibility CHAPTER    3 1 2 3 4 6 7 8 Identify the five  components of the  marketing environment. Explain the competition  marketers face and the  steps necessary for  developing a  competitive strategy. Describe how  marketing activities are  regulated and how  marketers can influence the political- legal environment. Outline the economic  factors that affect  marketing decisions  and consumer buying  power. Discuss the impact of  the technological  environment on a firm’s  marketing activities. Explain how the social- cultural environment  influences marketing. Describe the ethical  issues in marketing. Identify the four levels  of the social  responsibility pyramid. 5
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CHAPTER 3 The Marketing Environment, Ethics, and Social Responsibility You are the Marketing Manager 1. What is your responsibility? (see chapter 2, slide 4 for answers) 2. What are the steps in the marketing strategy? 3. What do you control? 4. What are the elements of the mix? 5. What don’t you control? 6. What are the elements of the marketing environment? 7 When something changes in the marketing environment, as the marketing manager, what do you do or how do you react?
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CHAPTER 3 The Marketing Environment, Ethics, and Social Responsibility ELEMENTS OF A MARKETING STRATEGY • Two Basic Elements: Target Market and Marketing Mix variables.
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CHAPTER 3 The Marketing Environment, Ethics, and Social Responsibility Environmental Management (focus of WA -3) Environmental Management (focus of WA -3) An effort to attain organizational objectives by predicting and influencing the firm’s competitive, political-legal, economic, technological, and social-cultural environments. An effort to attain organizational objectives by predicting and influencing the firm’s competitive, political-legal, economic, technological, and social-cultural environments.
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CHAPTER 3 The Marketing Environment, Ethics, and Social Responsibility Environmental Scanning Environmental Scanning The process of collecting information about the external marketing environment in order to identify and interpret potential trends. The process of collecting information about the external marketing environment in order to identify and interpret potential trends.
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CHAPTER 3 The Marketing Environment, Ethics, and Social Responsibility Slide 3-8 Environmental forces affecting the organization, as well as its suppliers and customers
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CHAPTER 3 The Marketing Environment, Ethics, and Social Responsibility Slide 3-9 An Environmental Scan of Today’s Marketplace
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Chapter 3 - CHAPTER 3...

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