MARK101 Lecture Notes - Lecture 2: Internal Communications, Middle Management, Technological Change
3 Aug 2018
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Chapter 2: the marketing environment and market analysis: successful marketing is based on understanding the market and its environment, research is vital to marketing. External vendors (outsourcing: the orga(cid:374)isatio(cid:374) (cid:272)hart (cid:894)(cid:449)ho(cid:859)s (cid:449)ho(cid:895) Internal marketing: marketing is a business philosophy. Micro-environment: consists of customers, clients, partners and competitors, the organisation can, however, exert some influence on the customers, clients, partners, competitors and other parties that make up its industry. In one way or another, all of the factors in the micro-environment affect the marketer. Customers and clients: marketers must understand the current and future needs and wants of their target market, customer wants and needs change, and can change rapidly. Research is ongoing: you may also be able to influence customer preferences (e. g. effects of plastic waste and. If competitors are good in business, they are not stationary they are improving their marketing. environmental issues.
