AnalyzingtheMarketingEnvironment幻灯片.pptVIP

* Note to Instructor Students should note that the competition is just a click away with online purchasing. This link goes to Bizrate—one of many comparison shopping sites online. Enter a product like coffee makers to see the competing products and retailers for this category. * * * * Note to Instructor This graphic highlights a car targeted to India’s growing middle class. Discussion Questions What changes might there be in U.S. income over the next year? What are positioned as “value cars.” The students might quote current economic declines or rises. The “value cars” will probably include some of the smaller cars by Kia, Ford, Honda, and Toyota. * * Chapter 3- slide * Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall Chapter 3- slide * Copyright ? 2009 Pearson Education, Inc. ? Publishing as Prentice Hall Chapter 3- slide * Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall Analyzing the Marketing Environment Analyzing the Marketing Environment The Company’s Microenvironment The Company’s Macroenvironemnt Responding to the Marketing Environment Topic Outline The Marketing Environment The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers The Marketing Environment Microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics The Company’s Microenvironment Actors in the Microenvironment The Company’s Microenvironment Provide the resources to produce goods and services Treated as partners to provide customer value Suppliers The Company’s Micro