TAILIEUCHUNG - Lecture M: Marketing (4/e) - Chapter 5: Analyzing the marketing environment

Chapter 5: Analyzing the marketing environment. When you finish this chapter, you should: Outline how customers, the company, competitors, and corporate partners affect marketing strategy; explain why marketers must consider their macroenvironment when they make decisions; describe the differences among the various generational cohorts; identify various social trends that affect marketing. | analyzing the marketing environment five Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 5-1 Outline how customers, the company, competitors, and corporate partners affect marketing strategy. LO 5-2 Explain why marketers must consider their macroenvironment when they make decisions. LO 5-3 Describe the differences among the various generational cohorts. LO 5-4 Identify various social trends that affect marketing. 2 Macroenvironment Culture Demographics Political/ Legal Technology Economic Culture A Marketing Environment Analysis Framework Immediate Environment Corporate Partners Competition Company Consumers 3 The Immediate Environment Immediate Environment Corporate Partners Competition Company Consumers 4 Successfully Leveraging Company Capabilities Existing knowledge, facilities, patents, etc. New markets, new products, etc. Core competency applied .

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