Session 2 Environment and Opportunities
Time required: 2 hours
Objectives & Requirements
Understand
the forces that constitute the current microenvironment and macroenvironment
ways to find business opportunities and cope with the existing environment.
proactive approach to the marketing environment
Essential Concepts
marketing environment
forces of microenvironment
(company, intermediaries, customer, markets, suppliers, competitors, publics)
internal environment
forces of macroenvironment
(demographic Economic, natural, technological, political, cultural environment, etc.)
access to environmental information
environmental management perspective
ways to respond to the marketing environment
Text Chapter and Supplementary Materials
Chapter 3,Kotler & Armstrong, Principles of Marketing 9th ed.
References at the end of the chapter, and in the Course Syllabus
Exercises and Discussion
Marketing Applications: Question 2 (a – c)
Issues for Discussion:
1.What threats have Chinese textile manufacturers and traders have been faced with since China entered WTO?
2.Find a case story showing a particular company that has well turned the threats to opportunities, and state the factors to its success.
Case Analysis:
《中国收获机械(集团)公司、英特尔公司》(《当代营销学案例集》)
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