Marketing Environment II

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    ARKETING

    SESSIONThree

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    MARKETING

    ENVIRONMENT

    MARKETING

    MANAGEMENT

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    Session Objectives

    Understand the importance of the external

    environment.

    Assess the role and importance of scanning theenvironment as a means of early identification of

    opportunities and threats.

    Define the broad categories of factors that affectthe marketing environment.

    Appreciate the evolving and diverse nature of theEuropean marketing environment.

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    Macro-environment

    Legal

    Environment

    Technological

    Social/Cultural

    Economic

    Marketing

    Environment

    Micro-environment

    Company

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    INTERNAL ENVIRONMENTAL FACTORS

    Marketing

    MixOperating

    Results

    Systems

    &

    Procedures

    Customer

    Service

    StructuresObjectives

    MEN(Labour)

    MONEY(Finances)

    MACHINERY(Equipment)

    MINUTES(Time)

    MATERIALS(Factors of Production)

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    MACRO

    -

    ENVIRONMENTAL FACTORS

    Political / Legal

    Economic

    Socio

    -

    cultural

    Technological

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    MICRO-ENVIRONMENTAL FACTORS

    Competitors

    Suppliers

    Distributors

    Customers

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    ENVIRONMENTALSCANNING

    ENVIRONMENTAL

    ANALYSIS

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    UNCONTROLLABLE

    CONTROLLABLE

    RESPONSES TO ENVIRONMENTAL CHANGE

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    APPROACHES TO ENVIRONMENTAL SCANNING

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    APPROACHES TO ENVIRONMENTAL CHANGE

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    Strategic

    Marketing

    Fit

    Environment

    Organisation

    Fit Fit

    Fit

    Strategy

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    Retrenchment

    Gradual strategic

    repositioning

    Radical strategic

    repositioning

    Barriers to

    change

    Environmental Change

    Responses

    toEnviron

    mentalCha

    nge

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    Session 2: Key Terms

    _____ refer to the measurable aspects of populationstructure, such as birth rates, age profiles, familystructures, education levels, occupation, income and

    expenditure patterns.

    The collection and evaluation of data and informationfrom the marketing environment is referred to as _____.

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    The ______ includes trends and developments in termsof the economic well-being and condition of individuals,nations or trading blocs, including taxation and interest

    rates.

    _____ are the structure of markets in terms of thenumber of competitors and their ability to influence the

    market.

    Session 2: Key Terms

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    The governmental influences, at local, national and

    European levels, that inhibit or encourage business; the

    legal and regulatory frameworks within which

    organisations have to operate, including national and

    European law, local by-laws, regulations imposed by

    statutory bodies and voluntary codes of practice are all

    part of the _____.

    Session 2: Key Terms

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    Trends and developments within society as a whole,

    including issues of public and private concern, tastes

    and demands are part of the _____.

    What does the acronym, SEM, stand for?

    Session 2: Key Terms

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    Trends and developments in the technological field that

    might: (a) improve production; (b) create new product

    opportunities; (c) render existing products obsolete; (d)

    change the ways in which goods and services are

    marketed; or (e) change the profile of customers' needs

    and wants are part of the _____.

    Session 2: Key Terms


Environment Sustainable Marketing Guide · 2018. 5. 22. · 17 Part II. The Sustainable Marketing Toolkit: 18 Sustainable Marketing Audit 20 Checklist 1 – Green Claims 22 Checklist

Environment Sustainable Marketing Guide · 2018. 5. 22. · 17 Part II. The Sustainable Marketing Toolkit: 18 Sustainable Marketing Audit 20 Checklist 1 – Green Claims 22 Checklist

CHAPTER 2: MARKETING ENVIRONMENT - FTMS · Marketing Environment Marketing Environment- consists of the actors and forces outside marketing that affect marketing management’s ability

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3. The Marketing Environment Environment … notes/07_environ04g.pdf1 3. The Marketing Environment Outline Environment Scanning Environment forces Environmental Trends: Firms’ responses

3. The Marketing Environment Environment … notes/07_environ04g.pdf1 3. The Marketing Environment Outline Environment Scanning Environment forces Environmental Trends: Firms’ responses

Marketing Environment

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Marketing Environment Marketing

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The Marketing Environment. Marketing Environment Marketing Environment consists of the actors and forces outside marketing that affect marketing management’s.

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CHAPTER 2: MARKETING ENVIRONMENT 0101... · Marketing Environment Marketing Environment- consists of the actors and forces outside marketing that affect marketing management’s ability

CHAPTER 2: MARKETING ENVIRONMENT 0101... · Marketing Environment Marketing Environment- consists of the actors and forces outside marketing that affect marketing management’s ability