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Sep 28 - Marketing Environment

Sep 28 - Marketing Environment - Marketing Environment...

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Marketing Environment September 28, 2009 Instructor: Tamar Milne
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Agenda Analyzing the marketing environment (CREST) Competitive environment Regulatory/political environment Economic environment For next class. .. 2
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Analyzing the Marketing Environment External: Uncontrollable variables CREST, Five Forces Opportunities, Threats (vs. Internal: Controllable variables Company-related Strengths, Weaknesses) 3
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Competitive Environment Three types of competition: Direct: similar products Indirect: not similar, but products that are easily substituted (i.e. fill the need in a different way) Marketplace: competing for buyers’ limited discretionary buying power 4
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Collect, analyze information about rivals Analyze their strengths and weaknesses Predict their new product launches Anticipate their marketing campaigns and responses to your marketing programs Look for indications of new trends Seeking
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Sep 28 - Marketing Environment - Marketing Environment...

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