TAILIEUCHUNG - Lecture Marketing: The core (5/e): Chapter 3 – Kerin, Hartley, Rudelius

Chapter 3: Understanding the marketing environment, ethical behavior, and social responsibility. After reading this chapter you should be able to: Explain the purpose of environmental scanning, describe social forces such as demographics and culture, discuss how economic forces affect marketing, describe how technological changes can affect marketing,. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Explain the purpose of environmental scanning. LO1 Describe social forces such as demographics and culture. Discuss how economic forces affect marketing. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 3, YOU SHOULD BE ABLE TO: Describe how technological changes can affect marketing. LO4 3- Discuss the forms of competition that exist in a market. LO6 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 3, YOU SHOULD BE ABLE TO: Explain how regulatory forces ensure competition and protect producers and consumers. LO7 LO5 Identify factors that influence ethical and unethical marketing decisions. Describe the different concepts of social responsibility. LO8 3- WHAT IS THE WORLD’S THIRD LARGEST NATION? THE SOCIAL NATION CREATED BY FACEBOOK! 3- FIGURE 3-1 Environmental forces affect the organization, its suppliers, and its customers 3- Demographics SOCIAL FORCES

• Marketing - Bán hàng
• Lecture Marketing
• Marketing process
• Targeting marketing opportunities
• Satisfying marketing opportunities
• Marketing environment
• Ethical behavior
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing mix
• Marketing task
• Marketing management
• Customer needs
• Capturing customer value
• Integrated marketing plan
• Strategic planning
• Marketing effort
• Managing marketing information
• Developing marketing information
• Customer driven marketing strategy
• Marketing channels
• Delivering customer value
• Communicating customer value
• Integrated marketing communications strategy
• Direct marketing
• Dialogue builder
• Companywide strategic planning
• Planning marketing
• Online marketing
• Sustainable marketing