Chap004 - CHAPTER ANALYZING THE MARKETING ENVIRONMENT 04...

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Unformatted text preview: CHAPTER ANALYZING THE MARKETING ENVIRONMENT 04 4-2 LEARNING OBJECTIVES Analyzing the Marketing Environment LO1Outline how customers, the company, competitors, and corporate partners affect marketing strategy. LO2Explain why marketers must consider their macroenvironment when they make decisions. LO3Describe the differences among the various generational cohorts. LO4Identify the various social trends. 4-3 Analyzing the Marketing Environment Kimberly-Clark uses wood fiber from recycled sources or well-managed forestlands. Courtesy of iStockphoto with design by Curran & Connors, Inc 4-4 A Marketing Environment Analysis Framework 4-5 The Immediate Environment 4-6 Successfully Leveraging Company Capabilities Existing knowledge, facilities, patents, etc. Existing knowledge, facilities, patents, etc. New markets, new products, etc. New markets, new products, etc. Core competency Core competency applied to M Hruby 4-7 Competitors Know strengths & weaknesses Proactive rather than reactive strategy Chad Baker/Getty Images 4-8 Kimberly-Clark: Pull-Ups (Huggies) versus Procter & Gamble: Easy-Ups (Pampers) Daniel Acker/Bloomberg via Getty Images 4-9...
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This note was uploaded on 02/23/2012 for the course MARKETING 452 taught by Professor Timhartge during the Winter '12 term at University of Michigan-Dearborn.

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Chap004 - CHAPTER ANALYZING THE MARKETING ENVIRONMENT 04...

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