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The marketing environment can be defined as "the actors & forces outside marketing that affect marketing management's ability to build & maintain successful relationships with target marketers" (Pg.106, Kotler). Companies can react to the marketing environment in the following manners:
- Reactive manner ? the company can passively accept the current marketing environment, deemed as an uncontrollable element, by designing strategies the avoid threats, capitalizing on opportunities; Ace Hardware's "hardware man" marketing campaign targets those individuals looking for a more personal shopping experience...
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The marketing environment can be defined as "the actors & forces outside marketing that affect marketing management's ability to build & maintain successful relationships with target marketers" (Pg.106, Kotler). Companies can react to the marketing environment in the following manners:
- Reactive manner ? the company can passively accept the current marketing environment, deemed as an uncontrollable element, by designing strategies the avoid threats, capitalizing on opportunities; Ace Hardware's "hardware man" marketing campaign targets those individuals looking for a more personal shopping experience...
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General points of the essay
“What are the main issues and trends that affect marketing management nowadays and how they influence organizational planning?”
A critical review of the ways in which marketing thought is evolving in response to current trends in the services marketing environment.
As a recently appointed marketing manager to a local company you have been asked to convince the management team of the benefits of adopting the marketing concept.
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