Unit 7 - Marketing Environment

Unit 7 - Marketing Environment - Internal & External...

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Internal & External Environments
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The organization itself Suppliers Marketing Intermediaries Competitors Publics Customers
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Provide the materials and resources that organizations use to provide product Resources must be provided in a timely way at a cost and quality level required for the product.
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Assist the organization getting products to consumers Can be involved in a number of area, including physical distribution, financing, marketing services and reselling Importance of developing strong relationships
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Almost no one is free of competition Need to monitor competitive actions Need to develop a systematic approach to competitive evaluation
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Many times referred to as stakeholders Involve any group that may impact the development of an organization’s strategies This is the reason why companies often need to be actively engaged in public relations
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The entire rationale for an organization’s existence For most companies, this actor represents its sole source of revenue There is a need to establish long-term relationships with this group
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Demographic environment Economic environment Natural environment Technological environment Political environment Cultural environment Businesses are impacted by ALL of these forces.
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Demographics can differ significantly between markets Looks at: Aging of the population Changes in family structures How the population shifts geographically Higher levels of education Increased or decreased diversity
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The most significant demographic influences on marketing in the last 50 years have included the following: The baby boomer generation,
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This note was uploaded on 01/01/2012 for the course WRITING BU 481 taught by Professor Theodorealex during the Winter '11 term at Kaplan University.

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Unit 7 - Marketing Environment - Internal & External...

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