Professional Documents
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Lec5-12thJune Mktg1 Environ
Lec5-12thJune Mktg1 Environ
•Monopoly.
•Oligopoly.
•Monopolistic Competition.
•Perfect Competition.
The Microenvironment
Macroenvironmental Forces
Demographic Technological
Economic Political-Legal
Natural Socio-Cultural
Responding to the
Marketing Environment
Reactive: Passive Acceptance and
Adaptation
Companies design strategies that
avoid threats and capitalize upon
opportunities.
Proactive: Environmental
Management
Use of lobbyists, PR, lawsuits, and
contractual agreements to
influence environmental forces.
Global Environment
Global Firm
A firm that, by operating in more than one
country, gains R&D, production,
marketing, and financial advantages in its
costs and reputation that are not available
to purely domestic competitors.
Looking at the Global
Marketing Environment
The International Trade System
Tariffs,
quotas, embargos, exchange
controls, nontariff trade barriers
World Trade Organization
Regional free trade zones
European Union