tailieunhanh - Lecture Principles of Marketing - Chapter 3: Analyzing the Marketing environment
In chapter 3 you will understand: The company’s microenvironment, the company’s macroenvironemnt, the demographic Marketing environment, the economic environment, the natural environment, the technological environment, the political and social environment, the cultural environment, responding to the Marketing environment. | Chapter Three Analyzing the Marketing Environment 1 Analyzing the Marketing Environment The Company’s Microenvironment The Company’s Macroenvironemnt The Demographic Marketing Environment The Economic Environment The Natural Environment The Technological Environment The Political and Social Environment The Cultural Environment Responding to the Marketing Environment Topic Outline 2 The Marketing Environment The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers 3 The Marketing Environment Microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics 4 The Company’s Microenvironment Actors in the Microenvironment 5 The Company’s Microenvironment Top management Finance R&D Purchasing Operations Accounting The Company Note | Chapter Three Analyzing the Marketing Environment 1 Analyzing the Marketing Environment The Company’s Microenvironment The Company’s Macroenvironemnt The Demographic Marketing Environment The Economic Environment The Natural Environment The Technological Environment The Political and Social Environment The Cultural Environment Responding to the Marketing Environment Topic Outline 2 The Marketing Environment The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers 3 The Marketing Environment Microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics 4 The Company’s Microenvironment Actors in the Microenvironment 5 The Company’s Microenvironment Top management Finance R&D Purchasing Operations Accounting The Company Note to Instructor Discussion Questions What types of collaboration do there need to be between the departments? How might projects be integrated between marketing and finance? How might projects be integrated between marketing and information systems? This question on finance could lead to a discussion about budgeting for marketing. The collaboration between marketing and IS could lead to discussions of market research, ordering systems, and customer relationship management systems. 6 The Company’s Microenvironment Provide the resources to produce goods and services Treat as partners to provide customer value Suppliers 7 The Company’s Microenvironment Help the company to promote, sell and distribute its products to final buyers Marketing Intermediaries Note to Instructor The text explains how Coke delivers value for their marketing intermediaries: They understand each retailer partner’s business The conduct consumer research and share with partners They develop marketing programs and .
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