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Exam 1 Definitions

  1. Situation Analysis
    Examination and analysis of relevant elements external and internal to the organization so as to inform the strategic marketing process
  2. Customer Analysis
    Situation Analysis, External

    Identification and assessment of existing and potential customers
  3. Competitor Analysis
    Situation Analysis, External

    Identification and assessment of existing and potential competition
  4. Market (Industry) Analysis
    Situation Analysis, External

    Analysis of the relevant dimensions of the industry
  5. Environmental Analysis
    Situation Analysis, External

    Analysis of trends and events occuring across the broad environment
Author
Anonymous
ID
154058
Card Set
Exam 1 Definitions
Description
Exam 1 Definitions
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