Principles of Marketing 2-1 Session 2 Environment and Opportunities Text:Chapter 3 對好酒价置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics
国际商学院 市场营销学系 2－1 Principles of Marketing Environment and Opportunities Session 2 Text: Chapter 3
Outline 2-2 I.The Company's Microenvironment II.The Company's Macroenvironment III.Responding to the Marketing Environment 對计至（竹置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics
国际商学院 市场营销学系 2－2 Outline I. The Company’s Microenvironment II. The Company’s Macroenvironment III. Responding to the Marketing Environment
Difference of Two Types of Environment 2-3 Microenvironment:the task environment closest to the organization in which staff from one organization interact with staff from others in the context of business relationships. Macroenvironment:the general,remote environment that indirectly affect the organization's trading operation. 1E 對至（竹置多大学 国际商学院市场营销学系 15 University of Intemational Business and Economics
国际商学院 市场营销学系 2－3 Difference of Two Types of Environment Microenvironment: the task environment closest to the organization in which staff from one organization interact with staff from others in the context of business relationships. Macroenvironment: the general, remote environment that indirectly affect the organization’s trading operation
2-4 -The microenvironment changes more rapidly -More complex -More immediately important 篮鞋酒价置影大兰 国际商学院市场营销学系 University of Intemational Business and Economics
国际商学院 市场营销学系 2－4 The microenvironment changes more rapidly More complex More immediately important
2-5 I.The Company's Microenvironment 雒對酒价置昌大专 国际商学院市场营销学系 University of Intemational Business and Economics
国际商学院 市场营销学系 2－5 I. The Company’s Microenvironment