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Principles of Marketing, 17/e
book

Principles of Marketing, 17/e

by Philip T. Kotler, Gary Armstrong
January 2017
Beginner content levelBeginner
580 pages
160h 2m
English
Pearson
Content preview from Principles of Marketing, 17/e

The chart is structured as a horizontal pyramid. The top of the pyramid is labeled the "Buyers." The factors are shown as the building blocks of the pyramid. The 4 factors are Environmental, Organizational, Interpersonal, and Individual. The components of each of the factors are given below.

Environmental

The economy

Supply conditions

Technology

Politics/regulation

Competition

Culture and customs

Organizational

Objectives

Strategies

Structure

Systems

Procedures

Interpersonal

Influence

Expertise

Authority

Dynamics

Individual

Age/education

Job position

Motives

Personality

Preferences

Buying style

A note tagged to "Environmental" reads "Like consumer buying decisions in Figure 5.2, business buying decisions are affected by an incredibly complex combination of environmental, ...

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Publisher Resources

ISBN: 9780134492513