销售：管理有利润的客户关系04_exs.ppt

* * * * * * * * * * * * * * * The MarketingEnvironment Chapter 4 4- * Objectives Know the environmental forces that affect the company’s ability to serve its customers. Realize how changes in the demographic and economic environments affect marketing decisions. 4- * Objectives Identify the major trends in the firm’s natural and technological environments. Know the key changes in the political and cultural environments. Understand how companies can react to the marketing environment. 4- * Case Study “Millennial fever” set the stage to bring back the Beetle VW’s investment: $ 560 million