MKTG1203 Study Guide - Final Guide: Consumer Protection, Green Marketing, Baby Boomers
Analyzing the Marketing Environment
Marketing Environment Analysis Framework:
• Centerpiece → consumers
• Consumers may be influenced by the immediate actions of the company
• Company (and consumers indirectly) are influenced by
macroenvironment
• Because consumer is center of all marketing efforts, value based
marketing aims to provide greater value to consumers than competitors
offer
• Marketing must consider business process from a consumer’s POV
• Consumers needs and wants change and evolve over time → monitored
Microenvironmental Factors:
• Company capabilities
o First factor that affects consumer is the firm itself
o Successful marketing firms focus on satisfying customer needs that
match their core competencies
• Competitors
o Critical that marketers understand their firm’s competitors
o Includes strengths, weaknesses, likely reactions to marketing
activities
o Important to know what a competitor is going to do
• Corporate partners
o Few firms operate in isolation
o Parties that work with the focal firm → corporate partners
o Corporate partners increase effectiveness and efficiency of
business
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