tailieunhanh - Lecture fundamentals of marketing - Lecture 5: Analyzing the marketing environment

In this chapter, we dig deeper into steps two and three of the marketing process: designing customer-driven marketing strategies and constructing marketing programs. First, we look at the organization’s overall strategic planning, which guides marketing strategy and planning. Next, we discuss how, guided by the strategic plan, marketers partner closely with others inside and outside the firm to create value for customers. | LECTURE 5 Analyzing the Marketing Environment Copyright 2012 Pearson Education Inc. 1- 1- 11 Publishing as Prentice Hall Topic Outline Analyzing The Marketing Environment The Company s Micro-environment The Company s Macro-environment Responding to the Marketing Environment Copyright 2012 Pearson Education Inc. 1- 2 Publishing as Prentice Hall Analyzing the Marketing Environment Micro-environment Macro-environemnt Demographic Environment Economic Environment Natural Environment Technological Environment Political and Social Environment Cultural Environment Copyright 2012 Responding to the Marketing Environment Pearson Education Inc. Publishing as Prentice Hall 1- 3 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 Copyright 2012 Pearson Education Inc. 1- 4 Publishing as Prentice Hall 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 Copyright 2012 Pearson Education Inc. 1- 5 Publishing as Prentice Hall The Company s Microenvironment Actors in the Microenvironment Copyright 2012 Pearson Education Inc. 1- 6 Publishing as Prentice Hall The Company s The Company Microenvironment Top management Finance R amp D Purchasing Operations Accounting Copyright 2012 Pearson Education Inc. 1- 7 Publishing as Prentice Hall The Company s Microenvironment Suppliers Provide the resources to produce goods and services Treat as partners to provide customer value Copyright 2012 Pearson Education Inc. 1- 8 Publishing as Prentice Hall The Company s Marketing Intermediaries Microenvironment Help the company to promote sell and distribute its products to final buyers Copyright 2012 Pearson Education Inc. 1- 9 Publishing as Prentice Hall The Company s Microenvironment