Analyzing Marketing Environment.pdfx.pptx

Faraz Ahmad

1. Analyzing Marketing Environment Chapter 3

2. Marketing environment The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.

3. Micro environment The actors close to the company that affect its ability to serve its customers— the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.

4. Cause-Related Marketing To exercise their social responsibility and build more positive images, many companies are now linking themselves to worthwhile causes. These days, every product seems to be tied to some cause . Warby Parker’s Buy a Pair, Give a Pair program also makes good economic sense, for both the company and its customers

5. Cultural environment Institutions and other forces that affect society’s basic values, perceptions, preferences, and behaviors.