Principles of marketing. ch2.pdf - PRINCIPLES OF MARKETING...

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Chapter 2The Global Marketing EnvironmentPRINCIPLES OF MARKETINGEighth EditionPhilip Kotler and Gary Armstrong
Marketing EnvironmentAll the actors and forces influencing the companys ability to transact business effectively with its target market.Includes:Microenvironment - forces close to the company that affect its ability to serve its customers.Macroenvironment - larger societal forces that affect the whole microenvironment.
The Marketing EnvironmentCompanyDemographicEconomicNaturalTechnologicalPoliticalCulturalCompanyCustomersIntermediariesSuppliersCompetitorsPublics
The MicroenvironmentCompanyCustomersPublicsSuppliersCompetitorsIntermediariesForces Affecting a Companys Ability to ServeCustomers
The Companys MicroenvironmentCompanys Internal Environment- functional areas such as top management, finance, and manufacturing, etc.Suppliers - provide the resources needed to produce goods and services.

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Term
Summer
Professor
Ahmed Mo
Tags
Economics, Marketing, Natural environment

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