The Global Marketing Environment
After studying this chapter, you should be able to:
Understand the nature of the marketing environment
and why it is important to marketers.
major components of the social environment and how trends in the social environment affect marketing.
Understand how the economic environment affects
See how the political/legal environment
offers opportunities and threats to marketers.
Appreciate the importance of the technological
environment to marketers.
in the competitive environment.
changes in the institutional environment affect marketers.
The Chrysler Corporation provides an informative Web site. Different sections offer information about the company’s products, safety efforts, and use of new technologies; an annual report along with media and investor relations information is also available; and the location of Chrysler distributors around the world is presented. Chrysler has always been the smallest of the ‘‘Big Three’’ automakers in the US. However, it has made many changes in recent years to improve sales, market share, and proﬁt performance. Being smaller may have advantages, as Chrysler can often respond to changes in the marketing environment faster than larger competitors. Chrysler’s market share in the huge US car and truck market has increased by about 2.5 percent in recent years. The increase in overall sales and sales relative to competitors is largely due to Chrysler’s ability to develop new car and truck models more quickly than competitors can. In a constantly changing marketing environment, the ability to introduce new models to meet emerging consumer needs is an important competitive advantage. Chrysler has done this by introducing one
consumer hit after another: the Neon, Dodge Ram truck, Cirrus/Stratus, and line of minivans are... [continues]
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