Topic 3 - Marketing Environment.pdf

8/12/2019 Topic 3 - Marketing Environment.pdf

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i

Kmrjgtèo

Gev`rbekget



G e v ̀r b e k g

e t m c Q a m

e e ̀e o



N MD - –ueprgdà t mlcg, sfbr t -c ̀vgd, med

w ̀t fbu t sba`mc, gabebkà, med pbc ̀t ̀amc

sò e ̀nàmeag.‛





T \ G E D

- d ` r g

a t ` b e b

r s g q

u g e a g

b n g v g

e t s t f

m t f m s s b

k g

k b k g

e t u k

m e d d u r m l ` c ` t y .

s f m p g

b n t f

g n u t u r g m e d

p r b v ` d g s k

m e

y b p p

b r t u e ` t ` g

s .







G e v ` r b e

k g e

t m c K

m e m o g

k g e

t

t fg mt t m` ek g et b n b r o me` z mt ̀ b emc b l h g a t ̀ v g s l y p r g d ̀ a t ̀ eo med ` en c u g ea ̀ eo t fg n ̀ v g a b k

p b eg et s b n t fg k mr j g t ̀ eo g ev ̀ r b ek g et



Abkpgt`t`vg Gev`rbekget

kbebpbc y kgmes t fm t m n`rk `s t fg sbcg suppc`gr

b n m o bbd br sgr vàg è t fg kmrj g t pcmag

\ md g t b d m y l g a mus g b n d g r g o uc mt ̀ b e kb v g kg et

Tg k pb rm r y Kb eb pb c y ‑d r uo ab k pm e

`g s

Q b k g a b k p me` g s t r y t b d b k ̀ emt g k mr j g t s



T`kg Lmsgd Abkpgt`t`be

! strmtgoy bn dgvgcbpèo med d`str`lutèo

prbduats kbrg quàjcy tfme abkpgt`tbrs

! Tfg ncgx`l`c`ty med rgspbes`vgegss bn t`kg-lmsgd abkpgt`tbrs gemlcgs tfgk tb

`kprbvg prbduat qumc`ty, rgduag absts,

med gxpmed prbduat bnngrèos



Typgs bn Abkpgt`t`be

D ̀rga t ‑ s ̀k ̀cm r p rb

d ua t s

@ ed ̀ r g a t - s u l s t ̀ t u t g s

̂s. M c c A b k p m e ̀g s



K A\BGE^@\BEKGET n b r a g s med t r g ed s t fmt s fmp g b p p b r t ue` t

` g s med p b s g t fr g mt s . W E A B E T \ B C C MLC G





YBC@T@AMC GE^@\BEGKET! cmws med tfg`r ètgrprgtmt`bes tfmt

rgqu`rg n`rks tb bpgrmtg uedgrabkpgt`t`vg abed`t`bes med tb prbtgat

abesukgr ròfts.

! @oebrmeag br ebe-abkpc`meag ame

rgsuct è nègs, egomt`vg pulcà`ty med

a`v`c dmkmog su`ts







! fgmctf bn tfg gabebky èncugeags fbw kuaf

abesukgrs spged med wfmt tfgy luy ‑ vàg vgrsm

! (ODY) `s tfg suk bn mcc obbds med sgrvàgs

prbduagd ly m emt`be è m ygmr

kmdg up b n nma t brs t fm t è ncugeag abesukgr lu yèo

pb wgr med kmrj g t ̀eo s t rm t go ̀gs, èacudèo t fg s t mo g b n

t fg lusègss a yacg, è ncm t ̀be med dg ncm t ̀be,

uegkpcb ykge t , èabkg, med rgsburag m vm`cml`c ̀t y



! D ur ̀ eo p g r ̀ b d s b n p r b s p g r ` t y , a b es ukg r s p g ed ̀ eo km` et m` es m l r ̀ s j p ma g med l u y g r s mr g w ̀ c c ̀ eo t b s p g ed

kb r g n b r p r g k` uk v g r s ̀ b es b n w g c c -j eb w e l r med s ! D ur ̀ eo t ̀ kg s b n r g a g s s ̀ b e, a b es ukg r s p g ed ̀ eo p mt t g r es

g kp fms ̀ z g l ms ̀ a , n uea t ̀ b emc p r b d ua t s w ̀ t f c b w p r ̀ a g t mo s

! A b es ukg r s p g ed ̀ eo s ̀ ej s t b ` t s c b w g s t c g v g c d ur ̀ eo m d g p r g s s ̀ b e

! @ e p g r ̀ b d s b n r g a b v g r y , p ur a fms ̀ eo p b w g r ` ea r g ms g s , l ut a b es ukg r s r g km` e a mut ̀ b us —l us

` eg s s g s fmv g t b g mr e p r b

n ̀ t s w f` c g t r y ̀ eo t b o muo g uea g r t m` e a b es ukg r d g kmed ,

s b kme y a b p g l y t r y ̀ eo t b r g d ua g a b s t s Q t m o g s ` e L u s ̀ e

g s s C ̀ n g a y a c g





t fg p rb pb r t `b e b n pgb

p cg ̀e t fg gab eb k y w f

b

m rg ma t ̀vg c y s

gg j ̀eo wb r j l u t db eb

t fm vg hb l s

Wegkpcby kget t geds t b n mcc dur ̀eo ga bebkà r ga bv gr y med r ̀sg dur ̀eo r ga gss`bes

mc t gr abesukgr lgfm v`br



è ncugeag abesukgr

lgfm v`br Lms`s nbr

dg t grkèèo kmrj g t

pb t ge t ̀mc

D`sarg t ̀bemr y

èabkg





\ g s b u r a

g M

v m ` c m l

` c ` t y ! \ g s b ur a g s mr g c ̀ k` t g d med s fb r t mo g s r g qu` r g kmr j g t g r s t b r g b r ̀ g et t fg ̀ r t f` ej ̀ eo ! D g kmr j g t ̀ eo ` s t fg p r b a g s s b n r g d ua ̀ eo a b es ukg r d g kmed n b r m p r b d ua t t b m c g v g c

t fmt t fg n ̀ r k a me r g ms b eml c y s up p c y

! M s fb r t mo g r g qu` r g s t fmt n ̀ r ks mc c b a mt g c ̀ k` t g d s up p c ̀ g s , d g a ̀ d ̀ eo w fg t fg r t b s p r g md t fg k b v g r mc c a us t b kg r s b r c ̀ k` t p ur a fms g s l y s b kg a u

s t b kg r s s b t fmt t fg n ̀ r k a me a b kp c g t g c y s mt ̀ s n y b t fg r s





̀e t g r em t `b em c sm cg s km

j g u p m s ò e ̀n àm e t

pb r t `b e b n t b

t m c sm cg s nb r km e y n ̀r k

s

A fm eo g s ̀e nb rg ò e a u

r rg ea y g x a fm eo g rm t g s

m c sb m n nga t km r j g t ̀eo

dga ̀s `b e s



\g p rg sg e t s t fg m p p c àm t `b e t b k

m r j g t ̀eo b n

j eb w cgdo g lm sgd b e

d ̀sab vg r `g s ̀e sa `g eag,

̀e vg e t `b e s, m ed ̀e eb v

m t `b e s

! T g a feb c b o y a me c g md t b eg w o b b d s med s g r v ̀ a g s ! @ t a me ` kp r b v g g x ̀ s t ̀ eo p r b d u a t s med a u s t b kg r s g r v ̀ a g

! @ t a me r g d u a g p r ̀ a g s t fr b u o f eg w p r b d u a t ̀ b e med

d ̀ s t r ̀ l u t ̀ b e kg t fb d s ! @ t a me r mp ̀ d c y kmj g g x ̀ s t ̀ eo p r b d u a t s b l s b c g t g

! @ t a me fg c p md d r g s s s b a ̀ mc a b ea g r es



r gn gr s t b t fg r gcmt ̀besf`p lgt w gge t fg kmr j gt gr med sba ̀gt y med a uct ur g

T b r g k m ̀e a b

k p g t ̀t ̀v g, k m

r j g t g r s k u s t l g

s g e s ̀t ̀v g t b

s b a ̀g t y ‐ s d g

k b o r m p f ̀a s f

̀n t s

m e d a f m e o ̀e o v m c u g s





C ̀t t c g G k p g r b r s Q ̀x Y b a j g t Q y e d r b k g



Fbusgfbcd Ym t t gres Kbrg mrg d ̀vbraèo br sgpmrm t ̀eo , afbbsèo

eb t t b kmrr y, kmrr yèo cm t gr, br kmrr yèo

w ̀t fbu t t fg è t ge t ̀be t b fm vg af`cdrge. Gmaf o rbup fms m d`s t ̀ea t ̀ vg sg t b n eggds

med lu yèo fml ̀t s ‑ QQ _D vs. Kmrr`gd



Ms`mes vmcug gduam t ̀be



Maabrdèo tb We`tgd

Emt`bes, kmey Gmst Ms`me

abuetr`gs fmvggxpgr`geagd m dgacèg è

tfg`r Tbtmc Ngrt`c`ty \mtgs

è tfg pmst 79 ygmrs. @e

tfg pgr`bd bn =0>7-=0?9,

tfg mvgrmog nmk`cy fmd

n`vg br kbrg af`cdrge.

Nrbk <997 tb <9=9, tfgmvgrmog sf`ntgd tb lgcbw

<.= af`cdrge pgr nmk`cy.

_fmt `s tfg

`kpcàmt`be2





Kmrjgtgrs kust uedgrstmed ed rgspbed tb aucturmc d`nn

grgeags







AB E Q W K G \ @ Q K

m sba`mc nbrag w`tfè tfg gev`rbekget tfmt m`ds med

prbtgats tfg abesukgr ly gxgrtèo cgomc, kbrmc, med

gabebkà prgssurgs be lusègss med obvgrekget

fm vg w ̀t egssgd èargmsèo abesukgr ma t ̀ v`sk - amrg nucc y

wgò f abesukgr dgkmeds med prb n ̀t bl hga t ̀ vgs





GTF@A C @QQWGQ @E

K \JGT@EO



! Lg a mus g kmr j g t ̀ eo ` s a c b s g c y a b eeg a t g d w ̀ t f v mr ̀ b us p ul c ̀ a ` s s ug s , ` t ` ev ̀ t g s a b es t met s a r ut ̀ e y l y

t fg p ul c ̀ a ! K mr j g t ̀ eo b p g r mt g s b ut s ̀ d g t fg n ̀ r k—` t

r g ma t s t b

t fmt g ev ̀ r b ekg et med , ` e t ur e, ` s ma t g d up b e l y

g ev ̀ r b ekg et mc ` en c ug ea g s ! T fg d ̀ v g r s g s b a ̀ mc ` s s ug s n ma g d l y kmr j g t g r s a me

l g d ̀ v ̀ d g d ` et b t w b km h b r a mt g o b r ̀ g s 8 ! K mr j g t ̀ eo g t f` a s

! Q b a ̀ mc r g s p b es ̀ l ̀ c ̀ t y



Kmrjgtèo Gtfàs

! GTF@AQ rgngrs tb kmttgrs bn ròftmed wrbeo8 tfg rgspbes`l`c`ty bn tfg

èd`v`dumc med tfg n`rk tb db wfmt

`s kbrmccy ròft ! KM\JGT@EO GTF@AQ rgngrs

spga`nàmccy tb kmrjgtgrs‐

stmedmrds bn abeduat med kbrmc

vmcugs

! Gesurèo gtfàmc prmatàgs kgmes

prbk`sèo austbkgrs med lusègsspmrtegrs ebt tb smar`nàg qumc`ty

med nm`regss nbr prbn`t



G t f ` a

m c @ s

s u g

s 8

K M \ J

G T

\ G Q G M

\ A F

! @ ev ms ̀ b e b n p g r s b emc p r ̀ v ma y ! t fg p r b k` s g b n a ms f r g w mr d s b r n r g g b n n g r s ` e r g t ur e n b r ` en b r kmt ̀ b e t fmt a me t fg e l g s b c d t b d ̀ r g a t kmr j g t g r s ! Y r ̀ v ma y r

g km` es t fg eukl g r ` s s ug s ` e b ec ̀ eg s fb p p ̀ eo



G t f `

a m

c @ s

s u g

s 8

Y \ B D W

A T

! p r b d ua t qumc ̀ t y , p c meeg d b l s b c g s a g ea g , l r med s ̀ k` c mr ̀ t y , med p ma j mo ̀ eo ! A b kp g t ̀ t ̀ v g p r g s s ur g s fmv g b n t g e n b r a g d

s b kg kmr j g t g r s ` et b p ma j mo ̀ eo p r ma t ̀ a g s t fmt km y l g a b es ̀ d g r g d k` s c g md ̀ eo , d g a g p t ̀ v g

, b r ueg t f` a mc





G t f ` a m

c @ s

s u g s 8

Y \ B K B T @ B

E

! A r ̀ t ̀ a ̀ s k b e Y g r s b emc Q g c c ̀ eo ! D g a g p t ̀ v g / N mc s g Md v g r t ̀ s ̀ eo ‑ t r ut f ` s t fg l g d r b a j ` e Md v g r t ̀ s ̀ eo G t f` a s

! K mr j g t ̀ eo t b a f` c d r g e



G t f ` a

m c @ s

s u g

s 8

Y \ @ A @ E

O

! Y r ̀ a ̀ eo ` s p r b l ml c y t fg kb s t r g o uc mt g d ms p g a t b n m n ̀ r k‐s kmr j g t ̀ eo s t r mt g o y

! D g a g p t ̀ v g p r ̀ a ̀ eo ! D b kmr j

g t g r s fmv g me b l c ̀ o mt ̀ b e t b w mr e a b es ukg r s b n ` kp g ed ̀ eo p r ̀ a g a fmeo g s 2



QBA@MC \GQYBEQ@L@C@TP

km r j g t g r s maag p t m e

b l c ò m t `b e t b o ̀vg gq um c wg ò f t t b

p rb n ̀t s, ab e s u kg r sm t

̀s nma t `b e, m ed sba `m c w

g c c- lg ̀eo ̀e

g vm c um t ̀eo t fg ̀r n ̀r k ‐ s pg r nb r k

m eag

Obv gr ekget \go ucmt ̀be med Abesukgr Ma t ̀v ̀sk pr bkbt g sba ̀mccy r gspbes`lcg ma t ̀bes

Tbdm y, ab r pb rm t g rg s pb

e s ̀l ̀c ̀t y fm s g x pm edgd t b ab vg r

t fg g e t ̀rg sba `g t m c n rm

kg wb r j ‑ db kg s t à m

ed

̀e t g r em t `b em c

Kmr j gt gr s kust t fèj bn cbeo -t gr k gn n ga t s bn t fg`r dga ̀s`bes - FB_ 2





Gab cbo y ( rg cm t `b e s f ̀p

b n b ro m e ̀s k s m ed

em t u rm c g e v ̀rb e kg e t )

‑ ̀e n c ug eag km r j g t ̀e

o

G ev ̀r bekget mc Y r bt ga t ̀be med Y bccut ̀be, pcmeegd blsbcgsgea g

Orgge Kmrj g t ̀eo - dgmcs w ̀t f t fg

prbdua t ̀be, prbkb t ̀be, med rgacmkm t ̀be b n

ge v`rbekge t mcc y sges ̀t ̀ vg prbdua t s ( 09‐s )



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Topic 3 - Marketing Environment.pdf