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03. marketing environments

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04. marketing environments
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03. marketing environments

  1. 1. Chapter | 2 Marketing Environment Lecture 3 – February 22, 2012 Rajeev Shrestha MARKETING ENVIRONMENT
  2. 2. OVERVIEW •The Company’s Microenvironment •The Company’s Macroenvironment •Responding to the Marketing Environment Marketing comes in a wide variety of flavors based on audience, media platform and business in today’s evolving and dynamic marketplace.
  3. 3. 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 target customers.
  4. 4. 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
  5. 5. The Company’s Microenvironment The Company •Top management •Finance •R&D •Purchasing •Operations •Accounting
  6. 6. The Company’s Microenvironment Suppliers •Provide the resources to produce goods and services •Treated as partners to provide customer value
  7. 7. The Company’s Microenvironment Marketing Intermediaries Help the company to promote, sell and distribute its products to final buyers
  8. 8. The Company’s Microenvironment Types of Marketing Intermediaries Physical Resellers distribution firms Marketing Financial services intermediaries agencies
  9. 9. The Company’s Microenvironment Competitors Firms must gain strategic advantage by positioning their offerings against competitors’ offerings
  10. 10. The Company’s Microenvironment Publics •Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives •Financial publics •Media publics •Government publics •Citizen-action publics •Local publics •General public •Internal publics
  11. 11. The Company’s Microenvironment Customers
  12. 12. The Company’s Macroenvironment Demographic Environment Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics •Demographic environment is important because it involves people, and people make up markets •Demographic trends include age, family structure, geographic population shifts, educational characteristics, and population diversity
  13. 13. The Company’s Macroenvironment Demographic Environment •Increasing population •A growing middle class •Changing Family System •Changing gender roles •A better-educated, more white-collared, professional population •Increasing Diversity
  14. 14. Next Lecture The Macroenvironment of the company …contd. Responding to the marketing environment

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