compare and contrast the strategic service vision of el banco and united commercial bank
Chapter 3
The Marketing Environment
Previewing the Concepts—Chapter Objectives
1. Describe the environmental forces that affect the company’s ability to serve its customers.
2. Explain how changes in the demographic and economic environments affect marketing decisions.
3. Identify the major trends in the firm’s natural and technological environments.
4. Explain the key changes in the political and cultural environments.
5. Discuss how companies can react to the marketing environment.
Just the Basics
Chapter Overview
Although the first two chapters of the text provide an overview of all of the important topics in marketing and set the stage for the remainder of the topics covered, this third chapter starts going into detail on the first step of the marketing process—understanding the environment in which the company operates.
The chapter describes the major micro- and macroenvironments in which the company operates. The microenvironments dealt with will build on the customer and partner relationships developed in prior chapters; they include the other company departments, as well are those companies in the supply chain, the value chain, and the customers themselves. Interested publics are also discussed.
The macroenvironment includes demographic changes, and the economic, natural, technological, political, and cultural environment. All of these forces need to be studied continuously to ensure that the company’s business and product portfolios are still meeting the needs of its customer base.
Chapter Outline
1. Introduction
a. McDonald’s has been losing share to what the industry calls “fast-casual” restaurants because consumers today want more choices.
b. Americans are seeking healthier eating options. As the market leader, McDonald’s often bears the brunt of criticism.
c. McDonald’s has strived to realign itself with the changing marketing environment, and it appears to be paying off.
d. Marketers need to be good
The Marketing Environment
Previewing the Concepts—Chapter Objectives
1. Describe the environmental forces that affect the company’s ability to serve its customers.
2. Explain how changes in the demographic and economic environments affect marketing decisions.
3. Identify the major trends in the firm’s natural and technological environments.
4. Explain the key changes in the political and cultural environments.
5. Discuss how companies can react to the marketing environment.
Just the Basics
Chapter Overview
Although the first two chapters of the text provide an overview of all of the important topics in marketing and set the stage for the remainder of the topics covered, this third chapter starts going into detail on the first step of the marketing process—understanding the environment in which the company operates.
The chapter describes the major micro- and macroenvironments in which the company operates. The microenvironments dealt with will build on the customer and partner relationships developed in prior chapters; they include the other company departments, as well are those companies in the supply chain, the value chain, and the customers themselves. Interested publics are also discussed.
The macroenvironment includes demographic changes, and the economic, natural, technological, political, and cultural environment. All of these forces need to be studied continuously to ensure that the company’s business and product portfolios are still meeting the needs of its customer base.
Chapter Outline
1. Introduction
a. McDonald’s has been losing share to what the industry calls “fast-casual” restaurants because consumers today want more choices.
b. Americans are seeking healthier eating options. As the market leader, McDonald’s often bears the brunt of criticism.
c. McDonald’s has strived to realign itself with the changing marketing environment, and it appears to be paying off.
d. Marketers need to be good