销售：管理有利润的客户关系04_EXS知识分享.pptVIP

The MarketingEnvironment Chapter 4 Case Study “Millennial fever” set the stage to bring back the Beetle VW’s investment: $ 560 million Demand quickly outstripped supply The new VW beetle enjoyed cross-generational appeal Earned many awards Beetle now accounts for over 25% of company sales Volkswagen Discussion: Will the flower-power Microbus succeed next? Key Environments Marketing Environment The actors and forces that affect a firm’s ability to build and maintain successful relationships with customers. Aspects of the marketing environment: Microenvironment Macroenvironment Act