3. Analizing the marketing environment
Type Lecture
Completed
https://app.jungleai.com/deck/DWTn73cG5QQPTdQ6OqFD/marketing---ch31-flashcards-multiple-choice-
Flashcards questions-quiz?r=m9iaHSxCYeYwBXX4JWoHrSYNOqez2U
Prac prac 1
👉🏻 Table of contents
1. Marketing Environment
2. Microenvironment
2.1 The company
2.2 Suppliers
2.3 Marketing Intermediaries
2.4 Competitors
2.5 Publics
2.6 Customers
3.Demographic and economic macroenvironments
3.1 The Demographic environment
3.2 Economic environment
4. Natural and technological macroenvironments
4.1 Natural/ Ecological environment
4.2 The Technological environment
5.The political and cultural macroenvironments
5.1 The political enviroment
5.2 The Socio-Cultural environment
6.Responding to the marketing environment
AI summary
1. Marketing Environment
The micro- & macroenvironment
→ Companies must constantly watch and adapt to the changing environment.
Marketing The Marketing environment
Environment
= The actors and forces outside marketing that affect marketing management
ability to build & maintain successful relationships with target C.
3. Analizing the marketing environment 1
, 👉🏻 The business doesn’t operate alone, its affected by outside forces you cant control
Micro-environment
Close players (customers, competitors, suppliers)
Macro-environment
Bigger trends (Laws, economy, tech, culture)
if you ignore these the business could fail,
if you adapt then you grow
Netflix succeeded by adapting to internet growth (macro) and streaming demand (micro).
Kodak failed by ignoring digital cameras (macro).
2. Microenvironment
The microenvironment
= The actors within & close to the company that affect its ability to serve its C
2.1 The company
⇒ the internal environment
Key elements of the Internal environment:
Mission & vision of the company
Current strategy & marketing mix
Departments & how they collab.
e.g. finance, purchasing, operations,….
The marketing mix
2.2 Suppliers
→ They’re important in delivering client value, providing the resources to produce G&S.
→ They should be reliable & qualitative, treat as partners to provide C-value
3. Analizing the marketing environment 2
Type Lecture
Completed
https://app.jungleai.com/deck/DWTn73cG5QQPTdQ6OqFD/marketing---ch31-flashcards-multiple-choice-
Flashcards questions-quiz?r=m9iaHSxCYeYwBXX4JWoHrSYNOqez2U
Prac prac 1
👉🏻 Table of contents
1. Marketing Environment
2. Microenvironment
2.1 The company
2.2 Suppliers
2.3 Marketing Intermediaries
2.4 Competitors
2.5 Publics
2.6 Customers
3.Demographic and economic macroenvironments
3.1 The Demographic environment
3.2 Economic environment
4. Natural and technological macroenvironments
4.1 Natural/ Ecological environment
4.2 The Technological environment
5.The political and cultural macroenvironments
5.1 The political enviroment
5.2 The Socio-Cultural environment
6.Responding to the marketing environment
AI summary
1. Marketing Environment
The micro- & macroenvironment
→ Companies must constantly watch and adapt to the changing environment.
Marketing The Marketing environment
Environment
= The actors and forces outside marketing that affect marketing management
ability to build & maintain successful relationships with target C.
3. Analizing the marketing environment 1
, 👉🏻 The business doesn’t operate alone, its affected by outside forces you cant control
Micro-environment
Close players (customers, competitors, suppliers)
Macro-environment
Bigger trends (Laws, economy, tech, culture)
if you ignore these the business could fail,
if you adapt then you grow
Netflix succeeded by adapting to internet growth (macro) and streaming demand (micro).
Kodak failed by ignoring digital cameras (macro).
2. Microenvironment
The microenvironment
= The actors within & close to the company that affect its ability to serve its C
2.1 The company
⇒ the internal environment
Key elements of the Internal environment:
Mission & vision of the company
Current strategy & marketing mix
Departments & how they collab.
e.g. finance, purchasing, operations,….
The marketing mix
2.2 Suppliers
→ They’re important in delivering client value, providing the resources to produce G&S.
→ They should be reliable & qualitative, treat as partners to provide C-value
3. Analizing the marketing environment 2
