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i
Kmrjgt`eo
Gev`rbekget
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G e v ̀r b e k g
e t m c Q a m
e e ̀e o
8/12/2019 Topic 3 - Marketing Environment.pdf
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N MD - –ueprgd`a t mlcg, sfbr t -c ̀vgd, med
w ̀t fbu t sba`mc, gabebk`a, med pbc ̀t ̀amc
s`o e ̀n`ameag.‛
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T \ G E D
- d ` r g
a t ` b e b
r s g q
u g e a g
b n g v g
e t s t f
m t f m s s b
k g
k b k g
e t u k
m e d d u r m l ` c ` t y .
s f m p g
b n t f
g n u t u r g m e d
p r b v ` d g s k
m e
y b p p
b r t u e ` t ` g
s .
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G e v ` r b e
k g e
t m c K
m e m o g
k g e
t
t fg mt t m` ek g et b n b r o me` z mt ̀ b emc b l h g a t ̀ v g s l y p r g d ̀ a t ̀ eo med ` en c u g ea ̀ eo t fg n ̀ v g a b k
p b eg et s b n t fg k mr j g t ̀ eo g ev ̀ r b ek g et
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Abkpgt`t`vg Gev`rbekget
kbebpbc y kgmes t fm t m n`rk `s t fg sbcg suppc`gr
b n m o bbd br sgr v`ag `e t fg kmrj g t pcmag
\ md g t b d m y l g a mus g b n d g r g o uc mt ̀ b e kb v g kg et
Tg k pb rm r y Kb eb pb c y ‑d r uo ab k pm e
`g s
Q b k g a b k p me` g s t r y t b d b k ̀ emt g k mr j g t s
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T`kg Lmsgd Abkpgt`t`be
! strmtgoy bn dgvgcbp`eo med d`str`lut`eo
prbduats kbrg qu`ajcy tfme abkpgt`tbrs
! Tfg ncgx`l`c`ty med rgspbes`vgegss bn t`kg-lmsgd abkpgt`tbrs gemlcgs tfgk tb
`kprbvg prbduat qumc`ty, rgduag absts,
med gxpmed prbduat bnngr`eos
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Typgs bn Abkpgt`t`be
D ̀rga t ‑ s ̀k ̀cm r p rb
d ua t s
@ ed ̀ r g a t - s u l s t ̀ t u t g s
̂s. M c c A b k p m e ̀g s
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K A\BGE^@\BEKGET n b r a g s med t r g ed s t fmt s fmp g b p p b r t ue` t
` g s med p b s g t fr g mt s . W E A B E T \ B C C MLC G
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YBC@T@AMC GE^@\BEGKET! cmws med tfg`r `etgrprgtmt`bes tfmt
rgqu`rg n`rks tb bpgrmtg uedgrabkpgt`t`vg abed`t`bes med tb prbtgat
abesukgr r`ofts.
! @oebrmeag br ebe-abkpc`meag ame
rgsuct `e n`egs, egomt`vg pulc`a`ty med
a`v`c dmkmog su`ts
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! fgmctf bn tfg gabebky `encugeags fbw kuaf
abesukgrs spged med wfmt tfgy luy ‑ v`ag vgrsm
! (ODY) `s tfg suk bn mcc obbds med sgrv`ags
prbduagd ly m emt`be `e m ygmr
kmdg up b n nma t brs t fm t `e ncugeag abesukgr lu y`eo
pb wgr med kmrj g t ̀eo s t rm t go ̀gs, `eacud`eo t fg s t mo g b n
t fg lus`egss a yacg, `e ncm t ̀be med dg ncm t ̀be,
uegkpcb ykge t , `eabkg, med rgsburag m vm`cml`c ̀t y
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! D ur ̀ eo p g r ̀ b d s b n p r b s p g r ` t y , a b es ukg r s p g ed ̀ eo km` et m` es m l r ̀ s j p ma g med l u y g r s mr g w ̀ c c ̀ eo t b s p g ed
kb r g n b r p r g k` uk v g r s ̀ b es b n w g c c -j eb w e l r med s ! D ur ̀ eo t ̀ kg s b n r g a g s s ̀ b e, a b es ukg r s p g ed ̀ eo p mt t g r es
g kp fms ̀ z g l ms ̀ a , n uea t ̀ b emc p r b d ua t s w ̀ t f c b w p r ̀ a g t mo s
! A b es ukg r s p g ed ̀ eo s ̀ ej s t b ` t s c b w g s t c g v g c d ur ̀ eo m d g p r g s s ̀ b e
! @ e p g r ̀ b d s b n r g a b v g r y , p ur a fms ̀ eo p b w g r ` ea r g ms g s , l ut a b es ukg r s r g km` e a mut ̀ b us —l us
` eg s s g s fmv g t b g mr e p r b
n ̀ t s w f` c g t r y ̀ eo t b o muo g uea g r t m` e a b es ukg r d g kmed ,
s b kme y a b p g l y t r y ̀ eo t b r g d ua g a b s t s Q t m o g s ` e L u s ̀ e
g s s C ̀ n g a y a c g
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t fg p rb pb r t `b e b n pgb
p cg ̀e t fg gab eb k y w f
b
m rg ma t ̀vg c y s
gg j ̀eo wb r j l u t db eb
t fm vg hb l s
Wegkpcby kget t geds t b n mcc dur ̀eo ga bebk`a r ga bv gr y med r ̀sg dur ̀eo r ga gss`bes
mc t gr abesukgr lgfm v`br
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`e ncugeag abesukgr
lgfm v`br Lms`s nbr
dg t grk`e`eo kmrj g t
pb t ge t ̀mc
D`sarg t ̀bemr y
`eabkg
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\ g s b u r a
g M
v m ` c m l
` c ` t y ! \ g s b ur a g s mr g c ̀ k` t g d med s fb r t mo g s r g qu` r g kmr j g t g r s t b r g b r ̀ g et t fg ̀ r t f` ej ̀ eo ! D g kmr j g t ̀ eo ` s t fg p r b a g s s b n r g d ua ̀ eo a b es ukg r d g kmed n b r m p r b d ua t t b m c g v g c
t fmt t fg n ̀ r k a me r g ms b eml c y s up p c y
! M s fb r t mo g r g qu` r g s t fmt n ̀ r ks mc c b a mt g c ̀ k` t g d s up p c ̀ g s , d g a ̀ d ̀ eo w fg t fg r t b s p r g md t fg k b v g r mc c a us t b kg r s b r c ̀ k` t p ur a fms g s l y s b kg a u
s t b kg r s s b t fmt t fg n ̀ r k a me a b kp c g t g c y s mt ̀ s n y b t fg r s
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̀e t g r em t `b em c sm cg s km
j g u p m s `o e ̀n `am e t
pb r t `b e b n t b
t m c sm cg s nb r km e y n ̀r k
s
A fm eo g s ̀e nb rg `o e a u
r rg ea y g x a fm eo g rm t g s
m c sb m n nga t km r j g t ̀eo
dga ̀s `b e s
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\g p rg sg e t s t fg m p p c `am t `b e t b k
m r j g t ̀eo b n
j eb w cgdo g lm sgd b e
d ̀sab vg r `g s ̀e sa `g eag,
̀e vg e t `b e s, m ed ̀e eb v
m t `b e s
! T g a feb c b o y a me c g md t b eg w o b b d s med s g r v ̀ a g s ! @ t a me ` kp r b v g g x ̀ s t ̀ eo p r b d u a t s med a u s t b kg r s g r v ̀ a g
! @ t a me r g d u a g p r ̀ a g s t fr b u o f eg w p r b d u a t ̀ b e med
d ̀ s t r ̀ l u t ̀ b e kg t fb d s ! @ t a me r mp ̀ d c y kmj g g x ̀ s t ̀ eo p r b d u a t s b l s b c g t g
! @ t a me fg c p md d r g s s s b a ̀ mc a b ea g r es
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r gn gr s t b t fg r gcmt ̀besf`p lgt w gge t fg kmr j gt gr med sba ̀gt y med a uct ur g
T b r g k m ̀e a b
k p g t ̀t ̀v g, k m
r j g t g r s k u s t l g
s g e s ̀t ̀v g t b
s b a ̀g t y ‐ s d g
k b o r m p f ̀a s f
̀n t s
m e d a f m e o ̀e o v m c u g s
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C ̀t t c g G k p g r b r s Q ̀x Y b a j g t Q y e d r b k g
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Fbusgfbcd Ym t t gres Kbrg mrg d ̀vbra`eo br sgpmrm t ̀eo , afbbs`eo
eb t t b kmrr y, kmrr y`eo cm t gr, br kmrr y`eo
w ̀t fbu t t fg `e t ge t ̀be t b fm vg af`cdrge. Gmaf o rbup fms m d`s t ̀ea t ̀ vg sg t b n eggds
med lu y`eo fml ̀t s ‑ QQ _D vs. Kmrr`gd
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Ms`mes vmcug gduam t ̀be
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Maabrd`eo tb We`tgd
Emt`bes, kmey Gmst Ms`me
abuetr`gs fmvggxpgr`geagd m dgac`eg `e
tfg`r Tbtmc Ngrt`c`ty \mtgs
`e tfg pmst 79 ygmrs. @e
tfg pgr`bd bn =0>7-=0?9,
tfg mvgrmog nmk`cy fmd
n`vg br kbrg af`cdrge.
Nrbk <997 tb <9=9, tfgmvgrmog sf`ntgd tb lgcbw
<.= af`cdrge pgr nmk`cy.
_fmt `s tfg
`kpc`amt`be2
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Kmrjgtgrs kust uedgrstmed ed rgspbed tb aucturmc d`nn
grgeags
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AB E Q W K G \ @ Q K
m sba`mc nbrag w`tf`e tfg gev`rbekget tfmt m`ds med
prbtgats tfg abesukgr ly gxgrt`eo cgomc, kbrmc, med
gabebk`a prgssurgs be lus`egss med obvgrekget
fm vg w ̀t egssgd `eargms`eo abesukgr ma t ̀ v`sk - amrg nucc y
wg`o f abesukgr dgkmeds med prb n ̀t bl hga t ̀ vgs
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GTF@A C @QQWGQ @E
K \JGT@EO
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! Lg a mus g kmr j g t ̀ eo ` s a c b s g c y a b eeg a t g d w ̀ t f v mr ̀ b us p ul c ̀ a ` s s ug s , ` t ` ev ̀ t g s a b es t met s a r ut ̀ e y l y
t fg p ul c ̀ a ! K mr j g t ̀ eo b p g r mt g s b ut s ̀ d g t fg n ̀ r k—` t
r g ma t s t b
t fmt g ev ̀ r b ekg et med , ` e t ur e, ` s ma t g d up b e l y
g ev ̀ r b ekg et mc ` en c ug ea g s ! T fg d ̀ v g r s g s b a ̀ mc ` s s ug s n ma g d l y kmr j g t g r s a me
l g d ̀ v ̀ d g d ` et b t w b km h b r a mt g o b r ̀ g s 8 ! K mr j g t ̀ eo g t f` a s
! Q b a ̀ mc r g s p b es ̀ l ̀ c ̀ t y
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Kmrjgt`eo Gtf`as
! GTF@AQ rgngrs tb kmttgrs bn r`oftmed wrbeo8 tfg rgspbes`l`c`ty bn tfg
`ed`v`dumc med tfg n`rk tb db wfmt
`s kbrmccy r`oft ! KM\JGT@EO GTF@AQ rgngrs
spga`n`amccy tb kmrjgtgrs‐
stmedmrds bn abeduat med kbrmc
vmcugs
! Gesur`eo gtf`amc prmat`ags kgmes
prbk`s`eo austbkgrs med lus`egsspmrtegrs ebt tb smar`n`ag qumc`ty
med nm`regss nbr prbn`t
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G t f ` a
m c @ s
s u g
s 8
K M \ J
G T
\ G Q G M
\ A F
! @ ev ms ̀ b e b n p g r s b emc p r ̀ v ma y ! t fg p r b k` s g b n a ms f r g w mr d s b r n r g g b n n g r s ` e r g t ur e n b r ` en b r kmt ̀ b e t fmt a me t fg e l g s b c d t b d ̀ r g a t kmr j g t g r s ! Y r ̀ v ma y r
g km` es t fg eukl g r ` s s ug s ` e b ec ̀ eg s fb p p ̀ eo
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G t f `
a m
c @ s
s u g
s 8
Y \ B D W
A T
! p r b d ua t qumc ̀ t y , p c meeg d b l s b c g s a g ea g , l r med s ̀ k` c mr ̀ t y , med p ma j mo ̀ eo ! A b kp g t ̀ t ̀ v g p r g s s ur g s fmv g b n t g e n b r a g d
s b kg kmr j g t g r s ` et b p ma j mo ̀ eo p r ma t ̀ a g s t fmt km y l g a b es ̀ d g r g d k` s c g md ̀ eo , d g a g p t ̀ v g
, b r ueg t f` a mc
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G t f ` a m
c @ s
s u g s 8
Y \ B K B T @ B
E
! A r ̀ t ̀ a ̀ s k b e Y g r s b emc Q g c c ̀ eo ! D g a g p t ̀ v g / N mc s g Md v g r t ̀ s ̀ eo ‑ t r ut f ` s t fg l g d r b a j ` e Md v g r t ̀ s ̀ eo G t f` a s
! K mr j g t ̀ eo t b a f` c d r g e
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G t f ` a
m c @ s
s u g
s 8
Y \ @ A @ E
O
! Y r ̀ a ̀ eo ` s p r b l ml c y t fg kb s t r g o uc mt g d ms p g a t b n m n ̀ r k‐s kmr j g t ̀ eo s t r mt g o y
! D g a g p t ̀ v g p r ̀ a ̀ eo ! D b kmr j
g t g r s fmv g me b l c ̀ o mt ̀ b e t b w mr e a b es ukg r s b n ` kp g ed ̀ eo p r ̀ a g a fmeo g s 2
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QBA@MC \GQYBEQ@L@C@TP
km r j g t g r s maag p t m e
b l c `o m t `b e t b o ̀vg gq um c wg `o f t t b
p rb n ̀t s, ab e s u kg r sm t
̀s nma t `b e, m ed sba `m c w
g c c- lg ̀eo ̀e
g vm c um t ̀eo t fg ̀r n ̀r k ‐ s pg r nb r k
m eag
Obv gr ekget \go ucmt ̀be med Abesukgr Ma t ̀v ̀sk pr bkbt g sba ̀mccy r gspbes`lcg ma t ̀bes
Tbdm y, ab r pb rm t g rg s pb
e s ̀l ̀c ̀t y fm s g x pm edgd t b ab vg r
t fg g e t ̀rg sba `g t m c n rm
kg wb r j ‑ db kg s t `a m
ed
̀e t g r em t `b em c
Kmr j gt gr s kust t f`ej bn cbeo -t gr k gn n ga t s bn t fg`r dga ̀s`bes - FB_ 2
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Gab cbo y ( rg cm t `b e s f ̀p
b n b ro m e ̀s k s m ed
em t u rm c g e v ̀rb e kg e t )
‑ ̀e n c ug eag km r j g t ̀e
o
G ev ̀r bekget mc Y r bt ga t ̀be med Y bccut ̀be, pcmeegd blsbcgsgea g
Orgge Kmrj g t ̀eo - dgmcs w ̀t f t fg
prbdua t ̀be, prbkb t ̀be, med rgacmkm t ̀be b n
ge v`rbekge t mcc y sges ̀t ̀ vg prbdua t s ( 09‐s )
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