Manajemen Pemasaran (Kelas AKS1)

Various environmental forces influence an organization's marketing system. Some are external to the firm and thus are largely uncontrollable by the organization. Other forces are within the firm and generally controllable by management. An organization must plan, implement, and evaluate that is, manage its marketing system within this external and internal environment.
After studying this chapter, you should be able to explain :

• How the following macroenvironmental factors can influence a company's marketing system : Demography, Social and cultural forces, Economic condition, Political and legal forces, competition, Technology
• How the external microenvironmental factors of the market, suppliers, and marketing intermediaries can influence an organization's marketing program
• How the marketing resources within a company can influence that firm's marketing system.

Reference : William J. Stanton chapter 39 - 51. Read carefully.