The Marketing Environment

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فهرست عناوین اصلی در این پاورپوینت

● Chapter 3
● Marketing Strategy Planning: Competitors, Company & External Market Environment (Ex. 3-1)
● The Marketing Environment
● Objectives Set Firm’s Course
● Hierarchy of Objectives (Exhibit 3-2)
● Company Resources May Limit Search for Opportunities
● The Competitive Environment
● Analyzing Competition
● Marketers Need Information about Competitors
● The Economic Environment
● The Political Environment
● The Legal Environment – Key Antimonopoly Laws
● The Legal Environment – Consumer Protection Agencies
● Checking Your Knowledge
● The Cultural and Social Environment
● Screening Criteria Narrow Down Strategies
● The Total Profit Approach is One Type of Quantitative Screening Criteria (Exhibit 3-6)
● Planning Grids Help Evaluate Portfolio Opportunities (Exhibit 3-7)
● Evaluating Opportunities in International Markets (Exhibit 3-8)
● You should now be able to:
● Key Terms

نوع زبان: انگلیسی حجم: 2.35 مگا بایت
نوع فایل: اسلاید پاورپوینت تعداد اسلایدها: 23 صفحه
سطح مطلب: نامشخص پسوند فایل: ppt
گروه موضوعی: زمان استخراج مطلب: 2019/06/07 01:06:05

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., environment, objective, marketing, company, firm, opportunity, slide, market, competitor, key, indicate,

توجه: این مطلب در تاریخ 2019/06/07 01:06:05 به صورت خودکار از فضای وب آشکار توسط موتور جستجوی پاورپوینت جمع آوری شده است و در صورت اعلام عدم رضایت تهیه کننده ی آن، طبق قوانین سایت از روی وب گاه حذف خواهد شد. این مطلب از وب سایت زیر استخراج شده است و مسئولیت انتشار آن با منبع اصلی است.

http://www.auburn.edu/~lettwil/ch3_4p.ppt

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عبارات پرتکرار و مهم در این اسلاید عبارتند از: ., environment, objective, marketing, company, firm, opportunity, slide, market, competitor, key, indicate,

مشاهده محتوای متنیِ این اسلاید ppt

مشاهده محتوای متنیِ این اسلاید ppt

for use only with perreault cannon mccarthy texts ۲ ۹ mcgraw hill companies inc. mcgraw hill irwin chapter ۳ evaluating opportunities in the changing marketing environment www.mhhe.com fourps ۷۹.psd chapter three evaluating opportunities in the changing marketing environment for use only with perreault cannon mccarthy or perreault mccarthy texts. ۲ ۹ mcgraw hill companies inc. mcgraw hill irwin marketing strategy planning competitors company external market environment ex. ۳ ۱ summary overview the text’s comprehensive model is referenced to indicate where we are and what is covered in the following discussion key issues external market environment company and competitors are key elements that must be factored in as the firm develops its marketing mix. this slide refers to material on pp. ۶ ۶۱. indicates place where slide builds to include the corresponding point upon mouse click . marketing strategy planning competitors company external market environment ex. ۳ ۱ summary overview specific aspects of the external market environment company and competitors aid the firm in evaluating opportunities. from these opportunities the best opportunities can be selected. key issues each company has objectives it wants to accomplish and specific resources at its disposal. when looking at its competitors firms must include not only its current competitors but potential future ones as well. the external market environment is made up of the economic environment the technological environment the political and legal environment and the cultural and social environment. opportunity evaluation is aided by several screening criteria or proscriptive planning grids covered in the chapter. often firms must plan for multiple products simultaneously. once all the above are considered and firm should be able to identify the best opportunities to pursue. discussion question think of a firm that is identified with one major product. who are its current competitors who are its potential competitors this slide refers to material on pp. ۶ ۶۱. indicates place where slide builds to include the corresponding point upon mouse click . the marketing environment external marketing environment direct marketing environment customers summary overview the five basic areas of the marketing environment are shown in this diagram. marketers should consider each area and how each area interacts with the others when planning strategies. key issues direct market environment customers the resources and objectives of the company and the firms’ competitors. external market environment the economic environment the technological environment the political and legal environment and the cultural and social environment. marketers make decisions about the ۴ps in the context of the environment. discussion question how is it that a marketer can influence but not directly control the environment give an example. marketers must continually scan the environment and search for potential opportunities and threats. this slide refers to material on pp. ۶ ۶۱. indicates place where slide builds to include the corresponding point upon mouse click . objectives set firm’s course socially and economically useful function develop an organization earn profit three basic objectives provide guidelines summary overview when top management sets objectives for an organization it is especially important to consider the potential impact of the various sectors of the environment. key issues company objectives provide guidelines for the present and future development of the firm. a company should engage in specific activities that will perform a socially and economically useful function. develop an organization to carry on the business and implement its strategies. earn enough profit to survive. discussion question how are social good and economic viability interrelated a firm’s organization and infrastructure the way it is set up must be created and coordinated to support the firm’s strategies. profit is necessary for continued operation. this slide relates to material on pp. ۶۱ ۶۲. indicates place where slide builds to include the corresponding point upon mouse click . hierarchy of objectives exhibit ۳ ۲ mission statement summary overview the three general objectives provide guidelines. a firm should develop its own objectives – which usually reflect a company’s mission statement and objectives. key issues a mission statement helps set the course. it sets out the organization’s basic purpose for being.  the whole firm and each functional area should work toward the same objectives. company objectives provide the larger framework for setting marketing objectives. marketing objectives guide the development of objectives for each element of the marketing mix. knowing the objectives for a specific element of the marketing mix then guides more specific objectives. for example marketing objectives drive promotion objectives and then promotion objectives will drive objectives for each element of the promotion blend. objectives should be explicit quantified and related to time deadlines. discussion question what does it mean to say that objectives should be quantified why are quantified objectives preferable to objectives that are not quantified this slide relates to material on pp. ۶۲ ۶۳. indicates place where slide builds to include the corresponding point upon mouse click . company resources may limit search for opportunities financial strength producing capability and flexibility marketing strengths summary overview it is important to evaluate how realistic each opportunity is in relation to the specific capabilities of the company. key issues key areas that limit the search for opportunities are financial strength—some opportunities require significantly more capital than others. for example developing a drug to cure cancer might require a very large investment in research development. producing capability and flexibility – a company must decide if it has the production capacity and skills needed to pursue a particular opportunity. as production increases the cost of producing each unit decreases. making changes can be costly and take time. marketing strengths competitive advantages such as familiar brand strong channel relations creative brand advertising industry leading salesforces. discussion question several years ago frito lay a leading producer of snack foods added cookies to its traditional line of salty snacks. what marketing strengths could frito lay bring to bear in this extension of its product line this slide refers to material on pp. ۶۴ ۶۵. indicates place where slide builds to include the corresponding point upon mouse click . the competitive environment monopoly monopolistic competition oligopoly know the market situation pure competition summary …

کلمات کلیدی پرکاربرد در این اسلاید پاورپوینت: ., environment, objective, marketing, company, firm, opportunity, slide, market, competitor, key, indicate,

این فایل پاورپوینت شامل 23 اسلاید و به زبان انگلیسی و حجم آن 2.35 مگا بایت است. نوع قالب فایل ppt بوده که با این لینک قابل دانلود است. این مطلب برگرفته از سایت زیر است و مسئولیت انتشار آن با منبع اصلی می باشد که در تاریخ 2019/06/07 01:06:05 استخراج شده است.

http://www.auburn.edu/~lettwil/ch3_4p.ppt

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