Chapter 2 The Environment in Which Marketing Operates
Chapter 2 The Environment in Which Marketing Operates
Objectives a To examine the environment To differentiate between those elements controlled by a firm's top management and those controlled by marketing To enumerate the uncontrollable environmental elements To explain why feedback about company performance and the adaptation of the marketing plan are essential for a firm to attain its objectives
Objectives ◼ To examine the environment ◼ To differentiate between those elements controlled by a firm's top management and those controlled by marketing ◼ To enumerate the uncontrollable environmental elements ◼ To explain why feedback about company performance and the adaptation of the marketing plan are essential for a firm to attain its objectives
Chapter 2: The Environment in Which Marketing Operates 2-1: Overview The marketing environment consists of these five parts a controllable factors a uncontrollable factors a the organization 's level feedback Adaptation
Chapter 2: The Environment in Which Marketing Operates 2-1: Overview ◼ The marketing environment consists of these five parts: ◼ controllable factors, ◼ uncontrollable factors, ◼ the organization's level ◼ feedback, ◼ Adaptation
2-2: Controllable factors Controllable factors are internally directed by an organization and its marketers
2-2: Controllable Factors ◼ Controllable factors are internally directed by an organization and its marketers
2-2a: Factors Directed by Top Management 1. The line of business general goods/service category, functions geographic coverage, type of ownership specific business
2-2a: Factors Directed by Top Management 1.The line of business ◼ general goods/service category, ◼ functions, ◼ geographic coverage, ◼ type of ownership, ◼ specific business