MKTG101 Lecture 2: Week 2
4 Aug 2018
School
Department
Course
Professor
Document Summary
Process of developing & maintaining a viable match between an organisation"s resources + capabilities (strengths, weaknesses) to the demands of the changing environment (opportunities, threats) in pursuit of its objectives. Aim of achieving a sustainable di erential advantage in the changed environment. As the principal boundary-spanning function within the organisation, marketing should play a leading role in the strategy process as marketing has the responsibility for the choices of products, markets and competitors. Internal + external forces that a ect a marketer"s ability to create, communicate, deliver and exchange o erings of value. Process which involves breaking the marketing environment into smaller parts in order to gain a better understanding of it. (market segmentation) External environment: micro, the industry, customers, competitors, partners, macro, political, technological, economic, legal, sociocultural, environmental. Parts of the organisation, the people and the processes used to create, communicate, deliver and exchange o erings that have value.
