CHAPTER THREE Analyzing the Marketing Environment

[Pages:21]Principles of Marketing 15th ed

Philip Kotler, Gary Armstrong

CHAPTER THREE Analyzing the Marketing Environment

Lecturer: Emran Mohammad Mkt 202 Sec 3,4

0

CChh 13 --01

Copyright ? 2011 Pearson Education

Chapter Learning Outcomes

Topic Outline

3.1 The Company's Microenvironment 3.2 The Company's Macroenvironment 3.3 Demographic Environment 3.4 Economic Environment 3.5 Natural Environment 3.6 Technological Environment 3.7 Political and Social Environment 3.8 Cultural Environment 3.9 Responding to the Marketing Environment

1

Ch 3 - 2

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The 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 customers.

Ch 3 - 3

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The Company's Microenvironment

A 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.

Ch 3 - 4

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The Company's Microenvironment

The Company

Top management Finance R&D Purchasing Operations Accounting

The Company's Microenvironment

Suppliers

Provide the resources to produce goods and services Treated as partners to provide customer value

Ch 3 - 7

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The Company's Microenvironment

Marketing Intermediaries

Marketing Intermediaries help the company to promote, sell and distribute its products.

Ch 3 - 8

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The Company's Microenvironment

Competitors

Firms must gain strategic advantage by positioning their offerings against competitors' offerings.

Ch 3 - 9

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