市场营销2（P25页）.pptVIP

Part One Understanding marketing and the marketing process Lecture Three The marketing Environment At a glance Describe the environmental forces that affect the economy’s ability to serve its customers Explain how changes in the demographic and economic environments affect marketing decisions Identify the major trends in the firm’s natural and technological environments Explain the key changes in the political and cultural environments Discuss how companies can react to the marketing environments The Company’s Micro-environment ?Direct (Micro-)Environments: internal structure suppliers compe