Principles and Practice of Marketing

David Jobber

Chapter 5
The Marketing Environment
 The Marketing Environment
Macroenvironment

Economic Legal
Microenvironment

Suppliers Cutomers

Company

Distributors Competitors

Social Physical

Technological

D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 2

 Strategic marketing fit

Environment

Fit Fit

Fit
Strategy Organization

D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 3

 Responses to enviromental change
Environmental change

Ignorance
Barriers to
change
Delay

Retrenchment

Gradual strategic Radical strategic

repositioning repositioning
D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 4