TAILIEUCHUNG - Principles of marketing: Chapter 2 – Marketing environment

Principles of marketing: Chapter 2 – Marketing environment introductions The Marketing Environment, The Company’s Micro-Environment, Responding To The Marketing Environment. | TS Nguy n Minh Đ c PRINCIPLES OF MARKETING Chapter 2 – Marketing Environment Dr. NGUY N MINH Đ C NONG LAM UNIVERSITY HCM CITY 1 © Nguy n Minh Đ c 2009 The Marketing Environment v Introduction: v The company operates in a complex marketing environment, consisting of uncontrollable forces to which the company must adapt. v The environment produces both Threats and Opportunities. v The company must carefully analyze its environment so that it can avoid the Threats and take advantage of the Opportunities. 2 Lưu ý: Ch s d ng n i b cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm c m sao chép, upload, ph bi n t t c các hình th c © Nguy n Minh Đ c 2009 1 TS Nguy n Minh Đ c The Marketing Environment v The company’s marketing environment includes forces close to the company that affect its ability to serve consumers, such as other company departments, suppliers, competitors, and publics. v It also includes broader demographic and economic forces, political and legal forces, technological and ecological forces, and social and cultural forces. v In order to connect effectively with consumers, others in the company, external partners, and the world around them, marketers need to consider all of these forces when developing and positioning its offer to the target market. 3 © Nguy n Minh Đ c 2009 The Marketing Environment v Marketers operate in an increasingly connected world. v Today’s marketers must connect effectively with customers, other in the company, and external partners in the face of major environmental forces. v The environment continues to change at a rapid pace. For example: v -Think about how you buy groceries today. v -How will your grocery buying change during the next few decades? v -What challenges will these changes present for marketers? 4 Lưu ý: Ch s d ng n i b cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm c m sao chép, upload, ph bi n t t c các hình th c © Nguy n Minh Đ c 2009 2 TS Nguy n Minh Đ c The Marketing Environment v A company’s .

• Marketing - Bán hàng
• Principles of marketing
• Marketing environment
• The Companys MicroEnvironment
• Responding To The Marketing Environment
• Marketers operate
• Marketing Intermediaries
• Lecture Principles of Marketing
• Marketing strategy
• Online marketing
• Direct marketing
• Direct marketing model
• Marketing process
• Marketing information
• Managing Marketing information
• Marketing in the digital age
• Marketing strategy in the digital age
• Sustainable marketing
• Marketing ethics
• Social criticisms of marketing
• Marketing myopia
• Market segmentation
• Demographic environment
• Marketing channels
• Supply chain management
• Social responsibility
• Customer insights
• Marketing research
• Bài giảng Nguyên lý Marketing
• Integrated direct marketing
• Marketing communicationsm
• Simple marketing system
• Strategic planning
• Planning Marketing
• Personal selling
• Global marketplace
• Global marketing environment
• Global marketing program
• Communicating customer value
• Marketing communications strategy
• Building customer relationships
• Marketing’s role
• Economic environment
• Company’s microenvironment
• Customer driven Marketing strategy
• Market targeting
• Introduction of Marketing
• Marketing mix 4P’s
• Strategic planning and marketing process
• Changing marketing opportunities
• Analyzing marketing opportunities
• Managing the marketing effort
• Marketing management’s ability
• Marketing department plan
• The marketing information
• Analyzing marketing information
• The marketing communications mix
• Modern marketing system