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Week 3 - The Marketing
Environment
Topic
Date @October 10, 2022
Column
Notes
The marketing environment :
“ A market-oriented firm needs to look outward to the environment in which it operates,
adapting to take advantage of emerging opportunities and to minimize potential risks”
Dr. Gunz’s foolproof plan to succeed at marketing
1. Make a good product
2. Tell people “Look how good this product is”
3. Profit!
1. Kodak
problem was the tech change ( no more
film but digital cameras) - creation
destruction cycle
radical vs gradual shift
Week 3 - The Marketing Environment 1
, 2. Nokia
didn’t keep up with the change in the
technology environment ⇒
dysfunctional
problem was inside the organization
3. VHS vs Beta Max
>> pic was better, and sound was better than
VHS but no one heard of it
VHS figured out what the consumers
NEED + customer loyalty (the micro
envt worked better for VHS) even if the
quality was worse
What is the “Marketing Environment”?
= “The actors and forces outside marketing that affect marketing management’s ability to
build and maintain successful relationships with target consumers”
the organization
environment is external to firm and
customers but organization have to
respond to the environment ( direct
influence)
Week 3 - The Marketing Environment 2
Week 3 - The Marketing
Environment
Topic
Date @October 10, 2022
Column
Notes
The marketing environment :
“ A market-oriented firm needs to look outward to the environment in which it operates,
adapting to take advantage of emerging opportunities and to minimize potential risks”
Dr. Gunz’s foolproof plan to succeed at marketing
1. Make a good product
2. Tell people “Look how good this product is”
3. Profit!
1. Kodak
problem was the tech change ( no more
film but digital cameras) - creation
destruction cycle
radical vs gradual shift
Week 3 - The Marketing Environment 1
, 2. Nokia
didn’t keep up with the change in the
technology environment ⇒
dysfunctional
problem was inside the organization
3. VHS vs Beta Max
>> pic was better, and sound was better than
VHS but no one heard of it
VHS figured out what the consumers
NEED + customer loyalty (the micro
envt worked better for VHS) even if the
quality was worse
What is the “Marketing Environment”?
= “The actors and forces outside marketing that affect marketing management’s ability to
build and maintain successful relationships with target consumers”
the organization
environment is external to firm and
customers but organization have to
respond to the environment ( direct
influence)
Week 3 - The Marketing Environment 2
