3- 1
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Inc. Publishing as Prentice Hall
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Chapter Three
Analyzing the Marketing
Environment
3-2
Copyright © 2012Pearson Education, Inc.
Publishing as Prentice Hall
Analyzing the Marketing
Environment
• The Company’s Microenvironment
• The Company’s Macroenvironemnt
•The Demographic Marketing Environment
•The Economic Environment
•The Natural Environment
•The Technological Environment
•The Political and Social Environment
•The Cultural Environment
•Responding to the Marketing Environment
Topic Outline
3-3
Copyright © 2012Pearson 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
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Copyright © 2012Pearson 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
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Publishing as Prentice Hall
The Company’s
Microenvironment
Actors in the Microenvironment
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Copyright © 2012Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Microenvironment
•Top management
•Finance
•R&D
•Purchasing
•Operations
•Accounting
The Company
The Company’s
Microenvironment
•Provide the resources to produce goods
and services
Suppliers
