市场营销2（英文PPT25[精品].pptxVIP

Part OneUnderstanding marketing and the marketing process Lecture ThreeThe marketing EnvironmentAt a glanceDescribe the environmental forces that affect the economy’s ability to serve its customersExplain how changes in the demographic and economic environments affect marketing decisionsIdentify the major trends in the firm’s natural and technological environmentsExplain the key changes in the political and cultural environmentsDiscuss how companies can react to the marketing environments The Company’s Micro-environment?Direct (Micro-)Environments:internal structuresupplierscompetitorsmarketin