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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