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This document summarizes key aspects of a company's marketing environment including competitive, political/legal, economic, technological, and social/cultural factors. It discusses how each element can influence an organization and provides examples. Marketing ethics and social responsibility are also covered, emphasizing the need for marketers to balance profitability, consumer satisfaction, and social well-being.
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Kotcha03
The document discusses the marketing environment, which includes the microenvironment and macroenvironment.
The microenvironment comprises forces close to the company that influence its ability to do business, such as suppliers, marketing intermediaries, customers, competitors, and publics.
The macroenvironment consists of larger societal forces in the demographic, economic, natural, technological, political, and cultural environments that affect whole industries. Understanding these environments helps companies respond strategically to opportunities and threats.
Big pharma and modern medicine
The document discusses the dark and unethical practices of the pharmaceutical industry. It notes that corruption is endemic at every step of the pharmaceutical business according to the WHO. Unethical marketing practices are used to increase profits by raising customer demand. Doctors and pharmacists face conflicts of interest as their earnings depend on drug sales. Technical solutions have been proposed like reforming drug approval and increasing regulatory independence, but the industry opposes changes due to its political influence.
Module 2 scanning the marketing environment
The document provides an overview of analyzing a company's marketing environment, including the microenvironment and macroenvironment. It discusses the key actors in the microenvironment that affect the company's ability to serve customers, such as the company itself, suppliers, marketing intermediaries, customer markets, competitors, and publics. It then examines various forces in the macroenvironment, including demographic, economic, natural, technological, political, and cultural environments, and how understanding these forces can help a company respond effectively to changes in the marketplace.
Analyzing the marketing environment
ANALYZING THE MARKETING ENVIRONMENT
Chapter outline
The company’s Microenvironment
The company’s Microenvironment
Demographic environment
Economic environment
Natural environment
Technological environment
Political and Legal environment
Cultural environment
Responding to the Marketing environment
The Marketing environment
The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationship with target customers
Analyzing method of environment
Internal & external environmental analysis
Micro & Macro environmental analysis
you can see full article and the chapters through here http://goo.gl/2mIZel
Role of marketing in corporate
The document discusses the role of marketing in corporations. It covers McCarthy's four P's of the marketing mix: product, price, place, and promotion. It also discusses the marketing environment including the microenvironment consisting of suppliers, marketing intermediaries, customers, competitors, and publics. The macroenvironment includes economic, natural, technological, political, and cultural forces. Effective marketing requires understanding and responding to factors in both the microenvironment and macroenvironment.
Fall 2011 chapter 7 slides
The document discusses the marketing environment and different types of markets. It defines the marketing environment as forces that influence a business's ability to create value and attract customers. This includes the microenvironment of customers, competitors, and suppliers, as well as the macroenvironmental forces of political, economic, social, and technological factors. Consumer markets are individuals and households as end users, while business markets include organizations that purchase goods and services to produce other products. The key differences between consumer and business markets are that business markets involve intermediaries and business purchases are often more complex.
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The document discusses scanning the marketing environment. It covers various external forces that affect marketing, including social forces like demographics, economics, technology, competition, and regulations. Demographics include characteristics like age, gender, and income of a population. Economics covers the overall economy and factors like consumer income and spending. Technology discusses innovations and their impact. Competition analyzes alternative forms of competition in a market. Regulations describe various laws and acts that govern business practices. The environmental scan is important for identifying trends to help organizations effectively market their products and services.
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This document summarizes key aspects of scanning the macro environment for marketing opportunities. It identifies major trends shaping business like economic shifts, technology growth, and talent shortages. Demographic trends like population age mix and household patterns are also important. The social and cultural environment influences views of nature, organizations, and society. Technological changes drive innovation but also regulation. Political and legal factors see increased legislation and interest groups. Understanding these macro trends is vital for identifying new opportunities in marketing.
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The document discusses the marketing environment, which includes the microenvironment and macroenvironment.
The microenvironment comprises forces close to the company that influence its ability to do business, such as suppliers, marketing intermediaries, customers, competitors, and publics.
The macroenvironment consists of larger societal forces in the demographic, economic, natural, technological, political, and cultural environments that affect whole industries. Understanding these environments helps companies respond strategically to opportunities and threats.
Big pharma and modern medicine
The document discusses the dark and unethical practices of the pharmaceutical industry. It notes that corruption is endemic at every step of the pharmaceutical business according to the WHO. Unethical marketing practices are used to increase profits by raising customer demand. Doctors and pharmacists face conflicts of interest as their earnings depend on drug sales. Technical solutions have been proposed like reforming drug approval and increasing regulatory independence, but the industry opposes changes due to its political influence.
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ANALYZING THE MARKETING ENVIRONMENT
Chapter outline
The company’s Microenvironment
The company’s Microenvironment
Demographic environment
Economic environment
Natural environment
Technological environment
Political and Legal environment
Cultural environment
Responding to the Marketing environment
The Marketing environment
The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationship with target customers
Analyzing method of environment
Internal & external environmental analysis
Micro & Macro environmental analysis
you can see full article and the chapters through here http://goo.gl/2mIZel
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The document discusses the role of marketing in corporations. It covers McCarthy's four P's of the marketing mix: product, price, place, and promotion. It also discusses the marketing environment including the microenvironment consisting of suppliers, marketing intermediaries, customers, competitors, and publics. The macroenvironment includes economic, natural, technological, political, and cultural forces. Effective marketing requires understanding and responding to factors in both the microenvironment and macroenvironment.
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The document discusses the marketing environment and different types of markets. It defines the marketing environment as forces that influence a business's ability to create value and attract customers. This includes the microenvironment of customers, competitors, and suppliers, as well as the macroenvironmental forces of political, economic, social, and technological factors. Consumer markets are individuals and households as end users, while business markets include organizations that purchase goods and services to produce other products. The key differences between consumer and business markets are that business markets involve intermediaries and business purchases are often more complex.
Vii.a.2 Scanning Marketing Environment HHa McGraw-Hill
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This document summarizes key aspects of scanning the macro environment for marketing opportunities. It identifies major trends shaping business like economic shifts, technology growth, and talent shortages. Demographic trends like population age mix and household patterns are also important. The social and cultural environment influences views of nature, organizations, and society. Technological changes drive innovation but also regulation. Political and legal factors see increased legislation and interest groups. Understanding these macro trends is vital for identifying new opportunities in marketing.
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Chapter outline
The company’s Microenvironment
The company’s Microenvironment
Demographic environment
Economic environment
Natural environment
Technological environment
Political and Legal environment
Cultural environment
Responding to the Marketing environment
The Marketing environment
The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationship with target customers
Analyzing method of environment
Internal & external environmental analysis
Micro & Macro environmental analysis
you can see our all chapters about marketing management http://goo.gl/2mIZel
get the all detailed chapters with images
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The document discusses the marketing environment, which includes the microenvironment and macroenvironment.
The microenvironment comprises forces close to the company that influence its ability to do business, such as suppliers, marketing intermediaries, customers, competitors, and publics.
The macroenvironment consists of larger societal forces in the demographic, economic, natural, technological, political, and cultural environments that affect whole industries. Understanding these environments helps companies respond strategically to opportunities and threats.
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The document discusses various factors in a company's marketing environment, including the microenvironment and macroenvironment. It describes key elements of the microenvironment like suppliers, marketing intermediaries, customers and competitors. It then explains factors in the macroenvironment such as demographic trends, economic conditions, natural environment, technological changes, and political/cultural influences. The document emphasizes how marketers must understand and respond proactively to changes in the various environmental factors.
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The marketing environment consists of internal and external factors that affect marketing management's ability to build relationships with customers. The microenvironment includes internal factors like the company, suppliers, marketing intermediaries, customer markets, and competitors. The macro environment comprises larger societal forces like demographic, economic, natural, technological, political, and cultural factors in the external environment. Marketers must consider both micro and macro environmental factors to understand how they influence customers and develop effective marketing strategies.
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The marketing environment consists of internal and external factors that affect marketing decisions. The microenvironment includes suppliers, marketing intermediaries, customers, competitors, and publics. The macroenvironment comprises broader societal and industry forces including demographics, economics, natural environment, technology, politics, and culture. Marketers must understand how these forces impact customers and shape opportunities and threats in order to develop and maintain successful relationships.
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This document discusses the marketing environment and how companies must respond to various forces. It covers the microenvironment including suppliers, customers and competitors. The macroenvironment includes demographic, economic, natural, technological, political and cultural forces. Companies must understand trends in these environments and how factors like generations and sustainability views impact marketing. They also must react appropriately by adapting strategies and demonstrating social responsibility.
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The document discusses the marketing environment and its components. It defines the marketing environment as the external factors that affect a company's ability to build customer relationships. The marketing environment has a micro and macro environment. The micro environment directly impacts the company and includes suppliers, customers, competitors, publics, and marketing intermediaries. The macro environment includes demographic, economic, natural, technological, political, and cultural forces outside a company's control. Understanding these environmental factors is important for effective marketing.
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Chapter outline
The company’s Microenvironment
The company’s Microenvironment
Demographic environment
Economic environment
Natural environment
Technological environment
Political and Legal environment
Cultural environment
Responding to the Marketing environment
The Marketing environment
The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationship with target customers
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Internal & external environmental analysis
Micro & Macro environmental analysis
you can see our all chapters about marketing management http://goo.gl/2mIZel
get the all detailed chapters with images
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The document discusses the marketing environment, which includes the microenvironment and macroenvironment.
The microenvironment comprises forces close to the company that influence its ability to do business, such as suppliers, marketing intermediaries, customers, competitors, and publics.
The macroenvironment consists of larger societal forces in the demographic, economic, natural, technological, political, and cultural environments that affect whole industries. Understanding these environments helps companies respond strategically to opportunities and threats.
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The document discusses various factors in a company's marketing environment, including the microenvironment and macroenvironment. It describes key elements of the microenvironment like suppliers, marketing intermediaries, customers and competitors. It then explains factors in the macroenvironment such as demographic trends, economic conditions, natural environment, technological changes, and political/cultural influences. The document emphasizes how marketers must understand and respond proactively to changes in the various environmental factors.
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This document discusses several social and ethical issues related to marketing practices. It outlines consumer concerns like high prices, poor quality products, dangerous products, and misleading advertising. It also discusses criticisms of how marketing can emphasize materialism, deliver few social goods, and gain too much political power. The document then covers regulatory actions taken to address these issues through consumerism and environmentalism movements. It emphasizes the importance of companies adopting ethical marketing practices to serve customer and societal needs.
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Differentiating Between Market StructuresLet’s write about App.docx
Differentiating Between Market Structures
Let’s write about Apple/Technology
Identify the market structure in which this organization competes. Clearly indicate why the market structure was decided upon and how this market structure differentiates from the other alternatives.
Describe the level of competition the organization will face if under each of the following market structures:
· Oligopoly
· Perfect competition
· Monopoly
· Monopolistic competition
Identify three or more competitive strategies of your choice that may be used by the organization to maximize its profits over the long run. Evaluate the effectiveness of these strategies in the market structure you identified. Consider the following:
· Expected changes in supply and demand
· Price elasticity of demand
· Market structure
· Government regulations
Make recommendations related to the strategies the organization might consider to maximize its profits and consider the following:
· What are the ethical implications of these strategies?
· Does this strategy align with the organization's current values?
· Does this strategy align with your own values?
Cite a minimum of 3 peer reviewed sources.
Select one of the following two assignment options:
Option 1: Paper:
Write a 1,400- to 1,750-word paper.
Format consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.
Option 2: PowerPoint® Presentation:
Create a 15- to 20-slide Microsoft® PowerPoint® presentation including detailed speaker notes.
Please DO NOT COPY from any websites word for word information for this assignment. Please use your own words for this assignment. Thanks!
Differentiating Between Market Structures
Let’s
write about
Apple/Technology
Identify
the market structure in which this organization competes. Clearly indicate why the
market structure was decided upon and how this market structure differentiates from the
other alternatives.
Describe
the level of competition the organization will face if
under each of the following
market structures:
·
Oligopoly
·
Perfect competition
·
Monopoly
·
Monopolistic competition
Identify
three or more competitive strategies of your choice that may be used by the
organization to maximize its profits over the long run. Ev
aluate the effectiveness of these
strategies in the market structure you identified.
Consider the following:
·
Expected changes in supply and demand
·
Price elasticity of demand
·
Market structure
·
Government regulations
Make
recommendations related to the strat
egies the organization might consider to
maximize its profits and consider the following:
·
What are the ethical implications of these strategies?
·
Does this strategy align with the organization's current values?
·
Does this strategy align with your own values
?
Cite
a minimum of 3 peer reviewed sources.
Select
one of the following two assignment options:
Option 1: Paper:
Write
a 1,400
-
to 1,750
-
word paper..
Impact of Business on the Community: Efficiency in Perfectly Competitive Markets
Governor Felicisimo T. San Luis National Agro-Industrial HS Empowerment Technology Impact of Business on the Community:
Efficiency in Perfectly Competitive Markets
and Impact of Business on the Community:
Market Failure
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This document discusses various marketing environment forces that affect marketing decisions including political, legal, regulatory, societal, economic, competitive, and technological forces. It provides examples of how each force influences customers' preferences and needs as well as marketing managerial decisions. The document also outlines several laws and government agencies in the US that regulate industries and protect consumers through enforced regulations and standards.
Marketing environment
Marketing managers must analyze their organization's environment to develop effective strategies. This involves analyzing both the micro and macro environment. The micro environment comprises suppliers, intermediaries, customers, competitors, and public. The macro environment includes political/legal, economic, social/cultural, technological, demographic, and natural forces. Managers use frameworks like PEST to systematically analyze these external factors. Regular environmental scanning and incorporating findings into planning is crucial due to increasing complexity and pace of change. However, many organizations have poorly developed scanning systems.
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Ch.17
This document discusses personal selling and sales promotion. Personal selling involves interpersonal influence through in-person presentations and is used when consumers are small in number and geographically concentrated or the product is expensive, complex, custom-made or requires special handling. There are four sales channels - over-the-counter, field, telemarketing, and inside selling. Trends in personal selling include relationship selling, consultative selling, and team selling. The sales process involves prospecting, approaching customers, presenting the product, demonstrations, handling objections, closing the sale, and follow-up. Sales promotion includes tactics other than advertising to stimulate purchases, such as coupons, samples, contests, displays, and trade shows.
Ch.16
This document provides an overview of advertising, sales promotion, and public relations. It defines different types of advertising like product advertising and institutional advertising. It also discusses advertising objectives, strategies, and the process for creating advertisements. Additionally, it covers various media channels for advertising, how to select media, and how to measure advertising effectiveness. Public relations is defined as communicating with various stakeholders. Ethics in non-personal selling are also briefly addressed.
Ch.15
This document discusses integrated marketing communications and the promotional mix. It defines integrated marketing communications as coordinating all promotional activities, including advertising, direct mail, personal selling, sales promotion, and public relations to deliver a unified customer-focused message. The promotional mix includes personal selling, non-personal selling like advertising, sales promotion, direct marketing, publicity/PR, sponsorships, and electronic marketing. The document also covers objectives of promotion, the communications process, direct marketing methods, budgeting promotional activities, and measuring effectiveness.
Ch.14
This document provides an overview of the evolution and strategies of retailing. It discusses the historical progression of retail formats from trading posts to internet retailing. It also outlines the "wheel of retailing" concept where a new retailer offers lower prices, adds services as it grows, and is then supplanted by another retailer. Finally, it examines the key elements of a retailing strategy including target market selection, merchandising, pricing, location, promotion, and store atmospherics.
Ch.13
This document discusses marketing channels and logistics/supply chain management. It defines marketing channels as the system that promotes the flow of goods from producer to consumer, including ownership transfers. There are different types of channels like direct, wholesale, and dual distribution. Channel strategy decisions include determining distribution intensity like intensive, selective, or exclusive distribution. Logistics and supply chain management coordinates information and physical flow among channel members. It includes transportation, warehousing, inventory control and other physical distribution functions.
Ch 12
This document discusses key concepts around developing and managing brands and product categories. It defines what a brand is and different types of brands. It also covers brand loyalty and how it is measured. Product identification, trademarks, packaging, labeling, new product planning and development, product positioning, and product safety are also summarized. The overall purpose is to introduce important branding and product management topics.
Ch 11
This document discusses product and service strategies, including different types of products and classifications. It covers:
1) Goods are tangible products that can be seen, heard, smelled, tasted or touched, while services are intangible and require interaction between the buyer and seller.
2) Products are classified based on consumer buying habits into convenience, shopping, and specialty categories which have different behavior patterns.
3) Business products are classified based on use into installations, accessory equipment, component parts and materials, raw materials, and supplies.
Ch 10
The document discusses building buyer-seller relationships through relationship marketing and customer relationship management (CRM). It contrasts transactional marketing with relationship marketing, which focuses on developing long-term partnerships. Relationship marketing involves gathering customer data to enhance satisfaction, while CRM combines strategies and tools to focus the organization on satisfying customers. The document also identifies four types of business partnerships in business-to-business marketing.
Ch 9
1. Market segmentation involves dividing the total market into homogeneous groups based on geographic, demographic, psychographic, or product-related factors.
2. Targeting involves selecting specific segments to target with marketing efforts. For example, geographic segmentation can divide the market based on location, climate, or residence type.
3. Positioning places a product in consumers' minds relative to competitors to differentiate it, such as focusing on certain benefits or a niche market.
Ch 7
Global marketing allows companies to expand profits and growth by accessing international markets for raw materials and customers. It reduces dependence on a single domestic economy. The US exports major agricultural products, machinery, computers and manufactured goods. Leading exporters include Boeing, Intel and Caterpillar. Services and retailing are also important exports, such as from American Express, Disney and Walmart. Benefits of going global include additional revenue, new consumer insights, and learning new techniques. Companies must consider international factors like culture, laws, economics and technology when developing global marketing strategies.
Ch 8
The document discusses the marketing research function and process. It covers:
1. The purposes of marketing research which include analyzing competition, gauging new product/package acceptance, and developing promotional campaigns.
2. How Charles C. Parlin helped develop the marketing research function. Technology has allowed for more data storage and simulation testing.
3. The marketing research process involves problem definition, exploratory research, hypothesis formulation, research design, data collection, and interpreting/presenting findings. Research methods can include secondary data, surveys, observations, experiments, and test marketing.
4. Conducting international marketing research presents additional challenges around language, culture, and obtaining reliable local information.
Ch 6
The document outlines the key components and objectives of business-to-business (B2B) marketing. It discusses segmenting B2B markets, the nature of business demand, and the organizational buying process. This involves multiple decision makers, is more formal than consumer buying, and may require bidding. The buying center concept and influences on purchase decisions are also examined.
Ch 4
E-business involves a wide range of internet-based business activities including e-tailing (online stores), B2B commerce, electronic data interchange, and social media marketing. E-marketing uses computer and internet technologies to create, promote, price and distribute goods to target markets online. It offers benefits like global reach, personalization, interactive and real-time marketing. B2B e-marketing makes business transactions more cost effective while EDI facilitates exchange of documents like invoices between businesses. B2C e-marketing involves direct online sales to consumers with advantages of competitive pricing, convenience and personalized service. Typical online buyers are affluent and educated, and popular product categories sold online include travel, software, cars and app
Ch 5
This document discusses various cultural, social, and personal influences on consumer behavior. It covers cultural influences like values, beliefs, and subcultures. Subcultures discussed include Hispanic Americans, African Americans, and Asian Americans. Social influences like reference groups, social classes, and opinion leaders are also examined. Family influences on consumer decisions are explored such as autonomous, husband dominant, wife dominant, and syncratic styles. Personal determinants of consumer behavior like needs, motives, perceptions, attitudes, and the consumer decision process are summarized as well.
Ch 2
Strategic planning involves determining long-term objectives and courses of action at the top management level, while tactical planning focuses on shorter-term and more specific activities overseen by middle management. Marketing planning begins with establishing a mission statement and objectives at the corporate level before assessing strengths, weaknesses, opportunities, and threats through a SWOT analysis. An effective marketing strategy identifies a target market and uses elements of the marketing mix like product, distribution, promotion, and pricing to satisfy customer needs.
Ch 1
This document provides an overview of key marketing concepts. It defines marketing as creating and delivering value to customers through product development, pricing, promotion, and distribution. It also discusses the evolution of marketing from a production focus to today's customer-centric approach. New areas discussed include relationship marketing, overcoming "marketing myopia," and expanding traditional boundaries to include non-profits and places. The impacts of technology and tools for interactive marketing are also summarized.
Ch.18 And 19
The document discusses various concepts and strategies related to pricing, including legal considerations like the Robinson-Patman Act. It outlines different pricing objectives such as profit maximization and market share goals. Methods for determining price are examined, including cost-oriented analysis and supply/demand factors. Elasticity and its impact on pricing decisions are defined. Various pricing strategies like skimming, penetration, and everyday low pricing are presented. The document also covers pricing determinants in practice and pricing policies involving psychological factors.
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Ch 3
- 1. Marketing Environment, Ethics, & Social Responsibility Intro to Marketing Chapter 3
- 2. Environmental Management Marketers efforts toward achieving organizational objectives by predicting and influencing the competitive, political/legal, economic, technological, and social/cultural environments. (Controlling the outside forces that may affect the organization)
- 3. 5 Forces of External Environment Competitive Political/Legal Economic Technological Social/Cultural
- 4. Competitive Environment How does it affect an organization? New competition may decrease market share. Lack of competition will increase sales
- 5. Type of Competition Direct- between marketers of similar producers. Indirect-between products that can be substituted for one another. Competition among all organizations that compete for consumers purchasing power. Relate this to marketing myopia Among all
- 6. Developing a Competitive Strategy Should we compete? In what markets should we compete? How should we compete? What prices should we charge? Where will we sell them? What products should we make?
- 7. Time Based Competition Developing and distributing goods and services more quickly than competitors
- 8. Political/Legal Environment How does it affect an organization? Laws regulate a lot of businesses FDA Food & Drug Administration Taxes Packaging Imports/Exports War Truth in Advertising FTC, FCC, ICC, EPA, NAFTA Pricing too low
- 9. BusinessCycle Income Inflation Resource Availability Un-employment Economic Environment
- 10. Figure 2.6 – Increased Spending for Luxury Products during Periods of Prosperity
- 11. GodivaExpanding Product Lines During the Prosperity StageGodiva adds ice cream to its product line
- 12. Technological Environment What happens if an organization refuses to change? What are some new technological products?
- 13. Social/Cultural Environment Relationship between marketing and society and its culture. Behaviors of your customer. Consumerism The social force within the environment that aids and protects the buyer by exerting legal, moral, and economic pressures on business. Advocacy groups, boycotts, etc.
- 14. Doritos WOW!Frito-Lay Launches Low-Fat Snacks for Health-Conscious Consumers
- 15. Marketing Ethics Right & Wrong Ethical Problems Research Product Strategy Promotion Strategy Pricing Social Responsibility Ecology Planned Obsolescence Pollution
- 16. Social Responsibility The obligations of marketers to provide a balance in making profits, consumer satisfaction, and social well-being Philan-thropic Ethical Legal Economic