C296 4 Situation Analysis Part 2

C296 4 Situation Analysis Part 2 - Situation Analysis Part...

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20/09/2011 1 Situation Analysis, Part 2 September 19, 2011 ` End of Chapter Case “…marketing affects just 9 % to 15% of short-term sales. The rest of short-term revenue is attributed to non-marketing factors – all the external factors…non of which a marketer can control.” ` Christmas Diet ` Explain/Quantify ` Predict ` Respond Larger societal forces that affect the microenvironment
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20/09/2011 2 Cultural ` The institutions and other forces that affect a society’s basic values, perceptions, preferences, and behaviors Core beliefs are passed on from parents to children and reinforced by schools, churches, businesses, and reinforced by schools, churches, businesses, and government Secondary beliefs and values are more open to change Marketers may be able to change secondary beliefs, but not core beliefs ` Society’s major cultural views are expressed in people’s views of: Themselves Others Organizations Society Nature The Universe
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C296 4 Situation Analysis Part 2 - Situation Analysis Part...

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