RESPONDING TO MARKETING

ENVIRONMENT

Reported by: Sharmaiynne Lou M. Dampil

There are three kinds of
companies:
Those who make things happen,
Those who watch things happen,
and
Those who wonder what’s
happened.

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RESPONDING TO MARKETING ENVIRONMENT

PASSIVE OR REACTIVE APPROACH

• Watching and reaching to forces in the environment

• Companies design strategies that avoid threats and capitalize upon
opportunities
• Accept the marketing environment and do not try to change it.
• Marketing strategy normally follows passive approach that is coordinating
micro and macro environment
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RESPONDING TO MARKETING ENVIRONMENT

AGGRESSIVE OR PROACTIVE APPROACH

• Firms develop strategies to change environment

• Take actions to affect forces in the environment
• Influences environmental forces to create market opportunities

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THANK YOU!
Mirjam Nilsson
nilsson@example.com
678-555-0100