MKC1200 Study Guide - Final Guide: European Single Market, Habitat, Internal Communications
Document Summary
E(cid:454)plai(cid:374) the fa(cid:272)tors at (cid:449)ork i(cid:374) the orga(cid:374)isatio(cid:374)"s i(cid:374)ter(cid:374)al e(cid:374)(cid:448)iro(cid:374)(cid:373)e(cid:374)t: describe the marketing environment and the purpose of environmental analysis, understand the importance of the different micro-environmental factors, outline the different types of macro-environmental forces. Chapter 2: the marketing environment and market analysis. The marketing environment: marketing environment - i(cid:374)ter(cid:374)al a(cid:374)d e(cid:454)ter(cid:374)al for(cid:272)es that affe(cid:272)t a (cid:373)arketer"s a(cid:271)ilit(cid:455) to (cid:272)reate, communicate, deliver and exchange offerings of value. Can be classified into the internal, micro and macro environment. Environmental analysis - involves breaking the marketing environment into smaller parts to better understand it. Internal environment - parts, people and processes of the organisation and the factors it directly controls: need to understand the organisation"s strengths and weaknesses, which affect its ability to compete in the marketplace, main parts of an organisation. Senior management - makes decisions about overall objectives and strategy of the organisation: middle management - makes decisions about overall objectives and strategy of a department or geographic region.
