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