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Lecture # 2 - Marketing Enviorment

Lecture # 2 - Marketing Enviorment

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Published by sameerbana
it marketing report for current marketing situation.
it marketing report for current marketing situation.

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Published by: sameerbana on Apr 09, 2008
Copyright:Attribution Non-commercial

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10/15/2012

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THE MARKETINGENVIRONMENT
 
 
Marketing environment
Forces that directly influence an organization’scapability to undertake its business
The trading forces operating in a market place over which the business has no direct control but whichshape the manner in which the business functions & isable to satisfy its customers
 
 
 
Is it not just the externalenvironment?
The environment external to the firm whichconstitutes a large part of the marketingenvironment but is not the whole of theenvironment
Included in the marketing environment is the
Internal environment 
i.e. factors internal tothe firm which affect its marketing operations

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