Professional Documents
Culture Documents
Second semester
Marketing Management
Marketing Environment
Marketing Environment
Philip Kotler :
“A company marketing environment consists
of the factors and forces that affect the
company’s ability to develop and maintain
successful transactions and relationships with
its target customers”.
Internal environment
Organization Suppliers Demographic
Customers Competitors Economic
Public Intermediaries Technological
Political & legal
Natural
Socio-cultural
Second semester
Marketing Management
Pricing
Introduction
• Competitive Pricing
• Penetration pricing
• Market Skimming Pricing
• Follow the leader pricing.
• Discriminatory or Dual Pricing
• Premium or prestige pricing
• Psychological Pricing
• Geographic Pricing
Second semester
Marketing Management
– Railroads
– Motor Carriers
– Water Carriers
– Pipelines
– Air Freight
– Freight Forwarders and Supplemental Carriers
– Intermodal Coordination