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Chapter 2The Global Marketing Environment
Chapter 2The Global Marketing Environment After Studying This Chapter You Should Be Able To: Understand the nature of the marketing environment and why it is important to marketers. Describe the major components of the social environment and how trends in the social environment affect marketing. Understand how the economic environment affects marketing. See how the political/legal environment affects marketing. After Studying This Chapter You Should Be Able To: Appreciate the importance of the technological environment to marketers. Understand differences in the competitive environment. Know how changes in the institutional environment affect marketers. OPENING VIGNETTE WWW.DELL.COM How has Michael Dell’s marketing strategy been important in his company’s success? What strengths does Dell enjoy over their competitors? How has Dell adjusted to the recent economic slow-down and resulting drop in PC Sales? A Contemporary Marketing Framework Exhibit 2-1 Expanding the contemporary marketing framework What is Marketing “Human activities of satisfying needs and wants through the exchange processes.” What is Marketing Micro-Macro Dilemma Marketing as a Societal Process A society’s marketing system is closely related to its political and economic systems. Nations’ Macro-Marketing Systemsare Connected Economies of Scale Creation of Market Opportunities Threats The Marketing Environment Creates Opportunities or Threats in 2 Ways: Changes affect specific markets. Changes affect specific marketing activities. Exhibit 2-2 : Identifying Market Opportunities and Threats Systems Approach to Problem Solving Traditional Systems Development Life Cycle Striving for Competitive Advantage Firm level: Industry Competitive Analysis Competitive Forces Model Competitive Strategy Business level Value-Chain Analysis PORTER’S FIVE COMPETITIVE FORCES MODEL The Five Forces Model and IS The Five Forces Model provides a way to think about how information resources can crea
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