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MKT 202

CHAPTER 3-THE MARKETING ENVIRONMENT. MKT 202. Marketing Environment. The environment inside which the firm has to make marketing plans and decisions. The two broad categories are Microenvironment Macroenvironment. Microenvironment. The Company itself Management structure-flat vs. tall

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MKT 202

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  1. CHAPTER 3-THE MARKETING ENVIRONMENT MKT 202

  2. Marketing Environment • The environment inside which the firm has to make marketing plans and decisions. The two broad categories are • Microenvironment • Macroenvironment

  3. Microenvironment • The Company itself • Management structure-flat vs. tall • Management Policies-Fair vs. Unfair • Corporate philosophy-Open vs. Rigid

  4. Microenvironment • Suppliers • Quality of Raw Materials • Timely delivery of raw materials • Good source of market information • Access to priority

  5. Microenvironment • Market Intermediaries • Resellers • Banks/Financial Institutions • Market Research Firms • Ad agencies • Physical distributors

  6. Microenvironment • Competitors • Direct • Indirect • Substitute product • Complementary product

  7. Microenvironment • Customers • Individual • Corporate/Organizational • Government • International

  8. Microenvironment (Publics) • Financial Public • Local Public • Citizen Action Public • Government Public • Media Public • General Public • Internal Public

  9. Macroenvironment • Demographics (Population Factors) • Increased population • Increased middle class • Changing family systems • Joint to nuclear families • Large to small families • Working women • Increasing diversity

  10. Macroenvironment • Economic Environment • Industrial • Developing • Subsistence • Engel’s Law

  11. Macroenvironment • Natural Environment • Shortage of raw materials • Increased pollution • Increased government intervention • Greater focus on Sustainability

  12. Macroenvironment • Technological Factors: Summary of the Digital Age in Chapter 1 • Cultural Factors: • Primary (Core) Beliefs-they will never change • Secondary Beliefs-they may change, so marketers try to influence them.

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