SLTE 307 Study Guide - Final Guide: Value Chain, Byrsonima Crassifolia, Dramatization

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25 Jul 2018
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Marketing is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large. Change: from intuitive practice to knowledge-based profession, marketing concept to market- orientation! Market orientation: market- orientated organizations exhibit 1) organization-wide generation of market intelligence pertaining to current and future customer needs. 2)dissemination of intelligence to organizational decision makers 3) organization-wide responsiveness to intelligence! Marketing strategy: nding the right t between internal and external environments. Remote environment (macro environment analysis): political, economic, sociocultural, technological, environmental ! Near environment (industry ~ competitor ~ consumer): industry analysis, market sizing/ forecasting ! S = n x l x r ! R: quantity to be bought in time period: market attractiveness , porters 5 forces! force industry is attractive when: rivalry among existing rms: attractiveness is. High when rivalry among existing firms is low i. e. when: Marketed is concentrated (few large firms dominate)