BUSI 2208 Chapter Notes - Chapter 4: General Electric Genx, Competitive Intelligence, Swot Analysis
22 Dec 2012
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Marketing environment analysis framework: marketers have become more aware of recent changes in what their customers want with regard to environmentally friendly programs and products and have adapted accordingly to meet those needs. Pay close attention to customer needs and monitor the environment in which a firm operates. Many marketers get idea for new products from monitoring and studying the marketing. Analyzing marketing environment helps marketers assess their continued strengths or any weaknesses resulting in the changing marketing environment. Consumer is the center of all marketing efforts and is directly influenced by the macroenvironment Successfully leveraging company capabilities: first factor that influences the customer is the firm itself. Focus marketing efforts on satisfying customer needs that match the firms core competencies. Marketers can use an analysis of the external environment, like swot to categorize opportunities as either attractive or unattractive given the firms core competencies.
