analyzingthemarketingenvironment-資料下載頁
【導(dǎo)讀】ChapterThree. Environment. TheCompany’sMicroenvironment. TheCompany’sMacroenvironemnt. TopicOutline. withcustomers. customermarkets,petitors,and. publics. TheCompany’s. Microenvironment. TheCompany’s. Microenvironment. andservices. value. Suppliers. TheCompany’s. Microenvironment. Helpthepanyto. promote,selland. distributeits. productstofinal. buyers. TheCompany’s. Microenvironment. Resellers. Physical. distribution. firms. Marketing. services. agencies. Financial. intermediaries. TheCompany’sMicroenvironment. petitors’offerings. Competitors. TheCompany’s. Macroenvironment. TheCompany’sMacroenvironment. intermsofsize,density,location,age,gender,race,occupation,andotherstatistics. upmarkets. diversity. TheCompany’s. Macroenvironment. spendingpatterns. The
【正文】 anging the marketplace ? Creates new products and opportunities ? Safety of new product always a concern Chapter 3 slide 17 Copyright 169。 2020 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors Cultural Environment Chapter 3 slide 18 Copyright 169。 2020 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Cultural Environment Shifts in Secondary Cultural Values ? People’s view of nature – Some feel ruled by it – Some feel in harmony with it – Some seek to master it ? People’s view of the universe – Renewed interest in spirituality Chapter 3 slide 19 Copyright 169。 2020 Pearson Education, Inc. Publishing as Prentice Hall Responding to the Marketing Environment Uncontrollable ? React and adapt to forces in the environment Proactive ? Aggressive actions to affect forces in the environment Reactive ? Watching and reacting to forces in the environment Views on Responding
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