Principles of Marketing Session-6. A Marketing Environment Analysis Framework Marketing management is theart and science of choosing target markets and.

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Presentation transcript:

Principles of Marketing Session-6

A Marketing Environment Analysis Framework Marketing management is theart and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

Macro Environmental Forces Demographic Economic Socio-cultural Natural Technological Political-legal

Population growth Population age mix Ethnic markets Educational groups Household patterns Geographical shifts Population and Demographics

Economic Environment Income Distribution Savings, Debt, and Credit

Social-Cultural Environment Views of themselves Views of others Views of organizations Views of society Views of nature Views of the universe

Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections

Technological Environment Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change

POLITICAL-LEGAL ENVIRONMENT Legislation Regulating Business Growth of Special-Interest Groups

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