上海对外经贸大学工商管理学院市场营销学课件 Chapter3.pptVIP

The Marketing Environment Chapter 3 Learning Goals Understand environmental forces Learn how demographic and economic factors affect marketing Identify trends in the firm’s natural and technological environments Explore key changes in political and cultural environments Realize how companies react to the marketing environment Case StudyMcDonald’s – Challenges and Reactions Challenges Shifting consumer lifestyles Low ratings of food and service quality Atmosphere not upscale Image of being unclassy, uncultured and uncool to younger target markets Marketing Initiatives Focus on core compete