复旦大学：《营销管理》PPT课件讲义_The Environment in Which Marketing Operates

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

2. Overall objectives sales profit, long-run existence Consumer acceptance

2. Overall objectives ◼ sales, ◼ profit, ◼ long-run existence. ◼ Consumer acceptance

3. Role of marketing Important in company Functions integration

3. Role of marketing ◼ Important in company ◼ Functions ◼ integration

4 Roles of other business functions Production finance accounting a engineering purchasing, a research and development

4. Roles of other business functions ◼ Production, ◼ finance, ◼ accounting, ◼ engineering, ◼ purchasing, ◼ research and development

5. corporate culture customer-service orientation time orientation flexibility of the job environment risk/ innovation centralized/ decentralized management interpersonal contact promotions from within

5. corporate culture: ◼ customer-service orientation ◼ time orientation ◼ flexibility of the job environment ◼ risk/innovation ◼ centralized/decentralized management ◼ interpersonal contact ◼ promotions from within

2-2b: Factors directed by marketing 1. selection of a target market ■S|ze characteristics desires 2. marketing objectives Image sales profit differential advantages

2-2b: Factors Directed by Marketing 1. selection of a target market ◼ size ◼ characteristics ◼ desires 2. marketing objectives ◼ image ◼ sales ◼ profit ◼ differential advantages