The Marketing Environ

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1、TheMarketingEnvironment1ChallengesShiftingconsumerlifestylesLowratingsoffoodandservicequalityAtmospherenotupscaleImageofbeingunclassy,unculturedanduncooltoyoungertargetmarketsPreviewCase:McDonald’s–ChallengesandReactionsMarketingInitiativesFocusoncoreco

2、mpetencyofconsistentproductsandreliableserviceUpscalealternativeincluding“McCafe”and“BistroGourmet”Healthierfoodoptionswitheliminationof“supersize”andintroductionofGoActive!AdultHappyMealTheMarketingEnvironmentMarketingEnvironmentğTheactorsandforcesouts

3、idemarketingthataffectmarketingmanagement’sabilitytobuildandmaintainsuccessfulrelationshipswithtargetcustomersMarketingEnvironmentMarketingenvironmentincludes:Microenvironment-actorsclosetothecompanythataffectitsabilitytoserveitscustomers.Macroenvironme

4、nt-largersocietalforcesthataffectthemicroenvironment.Marketingmustconsiderotherpartsoftheorganizationincludingfinance,R&D,purchasing,operationsandaccountingMarketingdecisionsmustrelatetobroadercompanygoalsandstrategiesMicroenvironmentActorsThecompanySup

5、pliersMarketingintermediariesCustomersCompetitorsPublicsMicroenvironment-Company’sInternalEnvironmentFirmsandindividualsprovidingresourcestothecompanyanditscompetitorstoproducegoodsandservices.Marketersmustwatchsupplyavailabilityandpricetrendsofkeyinput

6、sEffectivepartnershiprelationshipmanagementwithsuppliersisessentialMicroenvironmentActorsThecompanySuppliersMarketingintermediariesCustomersCompetitorsPublicsFirmsthathelpthecompanytopromote,sellanddistributegoodstofinalbuyersIncluderesellers,physicaldi

7、stributionfirms,marketingservicesagenciesandfinancialintermediariesEffectivepartnerrelationshipmanagementisessentialMicroenvironmentActorsThecompanySuppliersMarketingintermediariesCustomersCompetitorsPublicsMicroenvironment–MarketingIntermediariesResell

8、ersğDistributionchannelfirmsthathelpthecompanytofindcustomersortomakesalestothem.PhysicaldistributionfirmsğHelpthecompanytostockandmovegoodsfromtheiroriginstotheirdestinationsMarketingserviceagenciesğHelpthecompanytargetandpromot