Summary
Summary Marketing 5e, ISBN: 9780199079926 Principles of Marketing (PMK110)
a brief summary on chapter 2's analysing the market environment
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
Seller
Follow
Content preview
STUDY NOTESWeek 2 – Analysing the market environment
1. Introduction: This unit looks at the marketing environment which consists of the internal
and external environments to identify opportunities, threats, strengths and weaknesses of
the business.
2. Outcomes:
Define what marketing environment is
Identify and explain the microenvironment and macro environment factors
Discuss if marketing can influence the marketing environment
Discuss how to respond to the marketing environment
Discuss the objectives and nature of the techniques and information source typically
used for environmental scanning purposes.
3. Notes:
The marketing environment
The factors and forces outside marketing that affect marketing management’s ability to build and
maintain successful relationships with target customers. Some environmental factors can be
controlled by the managers and some cannot be changed. Marketing environment can be broken up
into the macro environment and the microenvironment.
The macro environment is dynamic and constantly changing. It is external factors that affect the
business, namely: Political or legal, international, physical/natural, technological, economic and
socio cultural.
The microenvironment are forces close or within the firm that affect its ability to serve its customers.
The microenvironment consists of the company, suppliers, marketing intermediaries, customers,
competitors and the public.
MICROENVIRONMENT
- The Company – when designing marketing plans, marketing management must consider the
other company groups (like finance, top management, operations etc). all departments have
a role to play in the marketing departments plans and activities.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through EFT, credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying this summary from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller rozziedenisse. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy this summary for R143,00. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
64438 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy summaries for 14 years now