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Chapter4 The Marketing Environment

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[object Object],[object Object],The Marketing Environment
The Marketing Environment ,[object Object],[object Object]
The Company’s Microenvironment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Company’s internal environment Top Management Finance Manufacturing Purchasing Accounting R&D Marketing
Marketing Intermediaries ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Types of Customer Markets Consumer markets Business markets Government markets Reseller markets International markets Company
Publics ,[object Object],Government Publics Media Publics Financial Publics Local Publics Citizen- Action p. General Publics Internal Publics Company
The Company’s Macroenvironment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Macroenvironment – PEST Analysis ,[object Object],[object Object],[object Object],[object Object]

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Chapter4 The Marketing Environment

  • 1.
  • 2.
  • 3.
  • 4. The Company’s internal environment Top Management Finance Manufacturing Purchasing Accounting R&D Marketing
  • 5.
  • 6. Types of Customer Markets Consumer markets Business markets Government markets Reseller markets International markets Company
  • 7.
  • 8.
  • 9.

Editor's Notes

  1. Philosophy Recognition that our customers are unique with their own culture, image, workplace issues, change rates Recognition that standard solutions do not work Recognition that each customer needs to be treated as and individual market Manufacturing Flat organizational structure, easy to get to the right resources, greater empowerment Mass customization Vs. mass production Highly vertical and highly integrated operation Cellular organization - lot size of one