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Chapter 3- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Three Analyzing the Marketing Environment.

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Presentation on theme: "Chapter 3- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Three Analyzing the Marketing Environment."— Presentation transcript:

1 Chapter 3- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Three Analyzing the Marketing Environment

2 Chapter 3- slide 2 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Analyzing the Marketing Environment The Company’s Microenvironment The Company’s Macroenvironemnt Responding to the Marketing Environment Topic Outline

3 Chapter 3- slide 3 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 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

4 Chapter 3- slide 4 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall More than any other group in company, marketers must be the opportunity seekers. They have disciplined methods- marketing research and marketing intelligence for collecting information about the marketing environment, by studying the environment, marketers can adapt strategies to meet the challenges and opportunities The Marketing Environment

5 Chapter 3- slide 5 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Marketing Environment 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

6 Chapter 3- slide 6 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Actors in the Microenvironment

7 Chapter 3- slide 7 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Marketing management’s job is to build relationships with customers by creating customer value and satisfaction. However, marketing managers cant do this alone. The Company’s Microenvironment

8 Chapter 3- slide 8 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment In designing marketing plans, marketing management takes other company groups into account, these groups such as: The Company

9 Chapter 3- slide 9 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Top management Finance R&D Purchasing Operations Accounting The Company

10 Chapter 3- slide 10 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Provide the resources to produce goods and services Suppliers problems can affect marketing. Marketing managers must watch supply availability and costs, supply shortages or delays, labor strikes can cause sales in the short run and damage customer satisfaction in the long run Suppliers

11 Chapter 3- slide 11 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Rising supply costs may force price increases than can harm the company’s sales volume. Treated as partners to provide customer value Suppliers

12 Chapter 3- slide 12 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Help the company to promote, sell and distribute its products to final buyers Marketing Intermediaries

13 Chapter 3- slide 13 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Resellers Physical distribution firms Marketing services agencies Financial intermediaries Types of Marketing Intermediaries

14 Chapter 3- slide 14 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Are distribution channel firms that help the company find customers or make sales to them. These include wholesalers and retailers who buy and resell merchandise Resellers

15 Chapter 3- slide 15 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Help the company to stock and move goods from their point of origin to their destinations Physical distribution firms

16 Chapter 3- slide 16 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Are the marketing research firms, advertising agencies, media firms, and marketing consulting firms that help the company target and promote its products to the right markets Marketing services agencies

17 Chapter 3- slide 17 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Such as banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods. Financial intermediaries

18 Chapter 3- slide 18 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall ________ include resellers, marketing service agencies, and financial firms that help a company to promote and sell its offerings to its final customers. 1.Advertising agencies 2.Suppliers 3.Intelligence firms 4.Marketing intermediaries

19 Chapter 3- slide 19 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall ________ include resellers, marketing service agencies, and financial firms that help a company to promote and sell its offerings to its final customers. 1.Advertising agencies 2.Suppliers 3.Intelligence firms 4.Marketing intermediaries

20 Chapter 3- slide 20 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Banks, insurance companies, and credit companies that aid in financial transactions are called ________. 1.financial intermediaries 2.marketing services agencies 3.physical distribution firms 4.positioning

21 Chapter 3- slide 21 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Banks, insurance companies, and credit companies that aid in financial transactions are called _________. 1.financial intermediaries 2.marketing services agencies 3.physical distribution firms 4.positioning

22 Chapter 3- slide 22 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment The marketing concept states that to be successful, a company must provide greater customer value and satisfaction than its competitors do. Firms must gain strategic advantage by positioning their offerings against competitors’ offerings Competitors

23 Chapter 3- slide 23 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Publics Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives –Financial publics –Media publics –Government publics –Citizen-action publics –Local publics –General public –Internal publics

24 Chapter 3- slide 24 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Financial publics: this group influences the company’s ability to obtain funds, banks, investment houses, and stockholders Media publics: this group carries news, features. It includes newspapers, magazines, radio and television stations Publics

25 Chapter 3- slide 25 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Government publics: management must take government developments into account, marketers must consult the company’s lawyers on issues of product safety, truth in advertising Citizen action publics: a company’s marketing decisions maybe questioned by consumer organizations, environmental groups and others Publics

26 Chapter 3- slide 26 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Local publics: this group includes neighborhood residents and community organizations. Large companies appoint a community relations officer to deal with the community, attend meetings, answer questions and contribute to the worthwhile causes Publics

27 Chapter 3- slide 27 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment General public: a company needs to be concerned about the general public’s attitude towards its products and activities Internal publics: this group includes workers, managers, volunteers and the board of directors. Publics

28 Chapter 3- slide 28 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Customers are the most important actors in the company’s microenvironment. The aim of the entire system is to serve target customers and create strong relationships with them There are five types of customer markets customers

29 Chapter 3- slide 29 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Consumer markets: consist of individuals and households that buy goods and services for personal consumption Business markets: buy goods and services for further processing or for use in the production process Reseller markets: buy goods and services to resell at a profit Customers

30 Chapter 3- slide 30 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Government markets: are made up of government agencies that buy goods and services to produce public services or transfer good and services to others who need them International markets: consist of these buyers in other countries, including consumers, producers, sellers and governments Customers

31 Chapter 3- slide 31 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Financial, media, government, and citizen-action are several types of ________. 1. taxing authorities 2. legal departments 3. publics 4. marketing mix elements

32 Chapter 3- slide 32 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Financial, media, government, and citizen-action are several types of ________. 1. taxing authorities 2. legal departments 3. publics 4. marketing mix elements

33 Chapter 3- slide 33 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall A company’s ________ consists of its suppliers, marketing intermediaries, customers, competitors, and publics. 1.macroenvironment 2.microenvironment 3.business environment 4.marketing environment

34 Chapter 3- slide 34 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall A company’s ________ consists of its suppliers, marketing intermediaries, customers, competitors, and publics. 1.macroenvironment 2.microenvironment 3.business environment 4.marketing environment

35 Chapter 3- slide 35 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment

36 Chapter 3- slide 36 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics Demographic environment is important because it involves people, and people make up markets Demographic trends include age, family structure, geographic population shifts, educational characteristics, and population diversity Demographic Environment

37 Chapter 3- slide 37 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Changing age structure of the population _ The post world war II baby boom produced 78 million –Baby boomers include people born between 1946 and 1964 –Most affluent Americans –The baby boomers have been one of the Most powerful forces shaping the marketing Environment Demographic Environment

38 Chapter 3- slide 38 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Generation X includes people born between 1965 and 1976 –High parental divorce rates –Cautious economic outlook as they grown up during time of recession & corporate downsizing Demographic Environment

39 Chapter 3- slide 39 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment –Less materialistic “ they prize experience not acquisition “ –Family comes first, career second –Lag behind on retirement savings Demographic Environment

40 Chapter 3- slide 40 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Millennials (gen Y or echo boomers) include those born between 1977 and 2000 –Comfortable with technology –Includes Tweens (ages 8–12) Teens (13–19) Young adults (20’s) Demographic Environment

41 Chapter 3- slide 41 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Generational marketing is important in segmenting people by lifestyle of life state instead of age. some experts warn marketers to be careful about turning off one generation each time they craft a product or message that appeals effectively to another Demographic Environment

42 Chapter 3- slide 42 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment More people are: Divorcing or separating Choosing not to marry Choosing to marry later Marrying without intending to have children Increased number of working women Stay-at-home dads Demographic Environment

43 Chapter 3- slide 43 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Growth in U.S. West and South and decline in Midwest and Northeast Moving from rural to metropolitan areas Changes in where people work –Telecommuting “ work at home or in a remote office to conduct the business by phone, fax or internet” –Home office –Divorcing or separating Demographic Environment

44 Chapter 3- slide 44 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Changes in the Workforce –More educated, the increased number of educated people will increase the demand for quality products, books, magazines, and personal computers –More white collar Demographic Environment

45 Chapter 3- slide 45 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Demographic Environment Increased Diversity Markets are becoming more diverse –International –National Includes: –Ethnicity –Gay and lesbian –Disabled

46 Chapter 3- slide 46 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The baby boomer generation is made up of the period ________ – – s –1929

47 Chapter 3- slide 47 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The baby boomer generation is made up of the period ________ – – s –1929

48 Chapter 3- slide 48 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Economic environment consists of factors that affect consumer purchasing power and spending patterns Nations vary greatly in their levels and distribution of income, some countries have the industrial economies which constitute rich markets for many different kinds of goods Economic Environment

49 Chapter 3- slide 49 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Subsistence economies consume most of their own agriculture and industrial output and offer few market opportunities In between are developing economies which can offer outstanding marketing opportunities for the right kinds of products Economic Environment

50 Chapter 3- slide 50 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Changes in income Value marketing involves ways to offer financially cautious buyers greater value—the right combination of quality and service at a fair price Economic Environment

51 Chapter 3- slide 51 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The “shop until you drop” mentality of the 1990s has been replaced with a more ________ approach. 1.“save all you can” 2.“value is key” 3.“don’t shop at all” 4.“splurge regularly”

52 Chapter 3- slide 52 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The “shop until you drop” mentality of the 1990s has been replaced with a more ________ approach. 1.“save all you can” 2.“value is key” 3.“don’t shop at all” 4.“splurge regularly”

53 Chapter 3- slide 53 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Ernst Engel—Engel’s Law Differences noted over a century ago by Ernst Engel in how people shift their spending across food, housing, transportation, health care, and other goods and services categories as family income rises Economic Environment Changes in Consumer Spending Patterns

54 Chapter 3- slide 54 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment As income rises: –The percentage spent on food declines –The percentage spent on housing remains constant –The percentage spent on savings increases Economic Environment Changes in Consumer Spending Patterns

55 Chapter 3- slide 55 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities Trends –Shortages of raw materials –Increased pollution –Increase government intervention –Environmentally sustainable strategies Natural Environment

56 Chapter 3- slide 56 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Environmental sustainability: Developing strategies and practices that create a world economy that the planet can support indefinitely, they are responding to consumer demands with more environmentally responsible products. Natural Environment

57 Chapter 3- slide 57 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall There are three trends in the natural environment that marketers are monitoring. These are ________, ________, and ________. 1.shortages of raw materials; increased legislation; increased consumerism 2.the green movement; shortages of raw materials; increased pollution 3.increased pollution; increased government intervention; shortages of raw materials 4.increased consumerism; increased population; increased ethical expectations

58 Chapter 3- slide 58 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall There are three trends in the natural environment that marketers are monitoring. These are ________, ________, and ________. 1.shortages of raw materials; increased legislation; increased consumerism 2.the green movement; shortages of raw materials; increased pollution 3.increased pollution; increased government intervention; shortages of raw materials 4.increased consumerism; increased population; increased ethical expectations

59 Chapter 3- slide 59 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Forces that create new technologies, creating new products and market opportunities Technological Environment

60 Chapter 3- slide 60 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Technological Environment Most dramatic force in changing the marketplace Creates new products and opportunities Safety of new product always a concern

61 Chapter 3- slide 61 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Political environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society Political Environment

62 Chapter 3- slide 62 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Legislation regulating business –Increased legislation Business legislation has been enacted for two reasons: 1.To protect companies from each other 2.To protect consumers from unfair business practices such as telling lies in the advertisement Political Environment

63 Chapter 3- slide 63 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment _ Changing government agency enforcement * International marketers will encounter dozens, or even hundreds of agencies set up to enforce trade policies and regulations. * Marketers need to know about major laws protecting competition, consumers and society. They need to understand these laws at local, national and international levels Political Environment

64 Chapter 3- slide 64 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Increased emphasis on ethics –Socially responsible behavior” companies encourage their managers to look beyond the regulatory system allows and simply “ do the right things “ these socially responsible firms seek out ways to protect the long run interests of their consumers and the environment” Political Environment

65 Chapter 3- slide 65 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment –Cause-related marketing: To exercise the social responsibility and build more positive images, many companies are now linking themselves to worthwhile causes. These days, every product seems to be tied to some cause. This concept link the purchases of the company products and services with fundraising for worthwhile causes or charitable organizations. But this concept can be a more strategy for selling than a strategy for giving Political Environment

66 Chapter 3- slide 66 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Which of the following is not one of the reasons business legislation is enacted? 1.To protect companies from each other 2.To protect companies from consumers 3.To protect consumers from unfair business practices 4.To protect the interests of society

67 Chapter 3- slide 67 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Which of the following is not one of the reasons business legislation is enacted? 1.To protect companies from each other 2.To protect companies from consumers 3.To protect consumers from unfair business practices 4.To protect the interests of society

68 Chapter 3- slide 68 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall In exercising their corporate social responsibility and building a more positive image, companies are now linking themselves to worthwhile causes. This is referred to as ________. 1.marketing mix 2.marketing concept 3.cause-related marketing 4.Engel’s Law

69 Chapter 3- slide 69 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall In exercising their corporate social responsibility and building a more positive image, companies are now linking themselves to worthwhile causes. This is referred to as __________________. 1.marketing mix 2.marketing concept 3.cause-related marketing 4.Engel’s Law

70 Chapter 3- slide 70 Copyright © 2010 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

71 Chapter 3- slide 71 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Core beliefs and values are persistent and are passed on from parents to children and are reinforced by schools, churches, businesses, and government Secondary beliefs and values are more open to change and include people’s views of themselves, others, organization, society, nature, and the universe Cultural Environment Persistence of Cultural Values

72 Chapter 3- slide 72 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment People’s view of themselves –Yankelovich Monitor’s consumer segments: Do-it-yourselfers—recent movers “ embodying the whole do-it-yourself attitude” Adventurers “ They like to view themselves as doing things others wouldn’t dare to do” Cultural Environment Shifts in Secondary Cultural Values

73 Chapter 3- slide 73 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment People’s view of others –More “cocooning” : in which people are going out less with others and are staying home more to enjoy the creature comforts of home and hearth – from the networked home office to home entertainment centers. Cultural Environment Shifts in Secondary Cultural Values

74 Chapter 3- slide 74 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment People’s view of organizations “people vary in their attitudes towards corporations, government agencies, universities and trade unions” People’s view of society –Patriots defend it –Reformers want to change it –Malcontents want to leave it Cultural Environment Shifts in Secondary Cultural Values

75 Chapter 3- slide 75 Copyright © 2010 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 “ concerned with the meaning of life and issues of soul and spirit”

76 Chapter 3- slide 76 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Yankelovich identifies consumer segments whose purchases are motivated by self-views. Two examples are _________ and __________. 1.Generation M; generation N 2.Refilled nests; do-it-yourselfers 3.Do-it-yourselfers; adventurers 4.marketing mix; positioning

77 Chapter 3- slide 77 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Yankelovich identifies consumer segments whose purchases are motivated by self-views. Two examples are _________ and __________. 1.Generation M; generation N 2.Refilled nests; do-it-yourselfers 3.Do-it-yourselfers; adventurers 4.marketing mix; positioning

78 Chapter 3- slide 78 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall A woman who drives a hybrid car, consistently recycles, and buys “earth-friendly” products is acting out her view of ________. 1.cost 2.non-profit organizations 3.others 4.nature

79 Chapter 3- slide 79 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall A woman who drives a hybrid car, consistently recycles, and buys “earth-friendly” products is acting out her view of ________. 1.cost 2.non-profit organizations 3.others 4.nature

80 Chapter 3- slide 80 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Which of the following are included in the major forces affecting a company’s macroenvironment? 1.Marketing mix, positioning, price 2.cultural, political/legal, economic 3.Marketing concept, goal setting, cultural 4.Baby boomers, minimum wage rates, product/service

81 Chapter 3- slide 81 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Which of the following are included in the major forces affecting a company’s macroenvironment? 1.Marketing mix, positioning, price 2.Cultural, political/legal, economic 3.Marketing concept, goal setting, cultural 4.Baby boomers, minimum wage rates, product/service

82 Chapter 3- slide 82 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Responding to the Marketing Environment Uncontrollable React and adapt to forces in the environment and don’t try to change it Proactive Aggressive actions to affect forces in the environment Reactive Watching and reacting to forces in the environment Views on Responding

83 Chapter 3- slide 83 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall A company has several options with regard to its marketing environment. A strong company takes a(n) ________ approach. 1.proactive 2.reactive 3.ingenuous 4.peaceful

84 Chapter 3- slide 84 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall A company has several options with regard to its marketing environment. A strong company takes a(n) ________ approach. 1.proactive 2.reactive 3.ingenuous 4.peaceful

85 Chapter 3- slide 85 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall A company’s macroenvironment consists of all of the following except ________. 1.demographic forces 2.economic forces 3.competitive forces 4.technological forces

86 Chapter 3- slide 86 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall A company’s macroenvironment consists of all of the following except ________. 1.demographic forces 2.economic forces 3.competitive forces 4.technological forces


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