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7/30/2019 Marketing Environment II
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ARKETING
SESSIONThree
7/30/2019 Marketing Environment II
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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