Chapter 3

Chapter 3 - Marketing Chapter 3 Evaluating Opportunities in...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Marketing Chapter 3 Evaluating Opportunities in the Changing Market Environment The Market Environment - Direct market environment o Customers o Company o competitors - Outside environment consists of 4 major areas o Economic environment o Technological environment o Political and legal environment o Cultural and social environment - The above are all uncontrollable from the view of a marketing manager Objectives - Should set a firm’s course. Three main broad ones o Engage in specific activities that will perform a socially and economically useful function o Develop an organization to carry on the business and implement its strategies o Earn enough profit to survive - Mission statement: a good way to summarize objectives o A company’s basic purpose for being. - Company objectives should lead to marketing objectives Competitors - The competitive environment affects the number and types of competitors the marketing manager must face and how they may behave. -
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 3

Chapter 3 - Marketing Chapter 3 Evaluating Opportunities in...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online