市场学课件课件.pptVIP

CHAPTERS MKTG 2270 September 19 2012 34 * The marketing environment consists of those forces outside marketing that affect the firm’s ability to build and maintain successful relationships with customers. THE MARKETING ENVIRONMENT Microenvironment vs Macroenvironment * Competitive forces involve other organizations that attempt to serve similar customers with the same or similar products. Brand competitors: offer the same product. Product competitors: offer similar products that satisfy the same need. COMPETITIVE FORCES * Demographics Cultural forces include all factors associated with groups