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BUSI 406_Jan 20

BUSI 406_Jan 20 - The Marketing Environment BUSI 406...

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Unformatted text preview: The Marketing Environment BUSI 406 Session 3 Jan 18 2009 Marketing Environment ▫ Microenvironment: Actors close to the company that affect its ability to serve its customers. ▫ Macroenvironment: Larger societal forces that affect the microenvironment. BUSI 406 Spring 2010 3-2 The Microenvironment • Company itself • Suppliers • Marketing intermediaries - distributors • Customers • Competitors BUSI 406 Spring 2010 3-3 The Macroenvironment BUSI 406 Spring 2010 3-4 • Demographic • Economic • Natural • Technological • Political • Cultural Demographic Environment • Baby boomers ▫ 78 million born between 1946 and 1964. ▫ Nearly 30% of population. ▫ Spend $2.3 trillion annually and hold ¾ of the nation’s financial assets. • Generation X ▫ 49 million born between 1965 and 1976. ▫ Cares about the environment. ▫ Represents close to $1.4 trillion in annual purchasing power. ▫ Family comes first, career second. ▫ Skeptical of marketing messages; researches purchases carefully, uses communities to share information. • Millenials ▫ 83 million born between 1977 and 2000—larger than baby boomer segment. ▫ Includes tweens, teens, and young adults. ▫ Ethnically diverse....
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BUSI 406_Jan 20 - The Marketing Environment BUSI 406...

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