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 of the nations 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 2000larger than baby boomer segment. Includes tweens, teens, and young adults. Ethnically diverse....
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This note was uploaded on 02/27/2012 for the course BUSI 407 taught by Professor Bowen during the Spring '11 term at UNC.

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

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