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Mkt Ch.3
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Create
external market environment
customers, the company and competitors
direct market environment
economic
technological
political and legal
cultural and social environments...
3 objective guidelines:
engage in activities that will result in a socially and economically useful function
develop an organization to carry on the business and strategies
earn enough profit to survive
mission statement
sets out the organizations basic purpose for being.
competitive environment
the number and types of competitors that the marketing manager must face and how they may behave.
competitor analysis
an organized approach for evaluating the strengths and weaknesses of current or potential competitors' marketing strategies.
economic environment
change rapidly
are affected by interest and inflation rates
includes the global economy
technological environment
affects opportunities
makes international transfers faster and easier
affected by the internet!
changes rapidly
political environment
Nationalism (an emphasis on the nations interest before everything else) can be limiting on international markets
regional grouping
portfolio management
which treats products as stock investments to be sold.
strategic business unit
an organizational unit that focuses on some product-markets and is treated as a separate profit center.
Author
vpenaloza23
ID
5443
Card Set
Mkt Ch.3
Description
Mkt. Chapter 3 part 1
Updated
2010-01-28T02:04:57Z
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