文档介绍：Part One
Understanding marketing and the marketing process
Lecture Three
The marketing Environment
At a glance
Describe the environmental forces that affect the economy’s ability to serve its customers
Explain how changes in the demographic and economic environments affect marketing decisions
Identify the major trends in the firm’s natural and technological environments
Explain the key changes in the political and cultural environments
Discuss panies can react to the marketing environments
pany’s Micro-environment
Direct (Micro-)Environments:
internal structure
petitors
marketing intermediaries
customers and general publics
The Microenvironment
Suppliers
Customer
Markets
Publics
Company
Competitors
Intermediaries
Key Forces
in the
Microenvironment
Suppliers
Intermediaries
Firm
publics
Competitors
Customers
pany’s micro-environment
Internal Environment
Top Management
Manufacturing
Finance
R & D
Accounting
Purchasing
Marketing
Customer Markets
Company
Consumer
Markets
International
Markets
Government
Markets
Business
Markets
Reseller
Markets
Types of Publics
Government
Internal
Financial
Media
Citizen
Action
Local
General
pany’s Macro-environment
Indirect (Macro-)Environments:
Demographic environment
Economic environment
Natural environment
Technological environment
Political environment
Cultural environment