CH04-AnalyzingTheMarketingEnviroment

CH04-AnalyzingTheMarketingEnviroment - C hapter 4:...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 4: Analyzing the Marketing Environment A Marketing Environment Analysis Framework By paying close attention to customer needs and continuously monitoring the environment in which a firm operates a good marketer can identify potential opportunities. Successfully Leveraging Company Capabilities successful marketing firms focus their efforts on satisfying customer need that math their core competencies. Apple noted there was a trend for sleek music players and made the iPod. Building Relationships with Corporate Partners building a relationship with others, and can take advantage of a good JIT system with eachother. Macroenviromental Factors Macroeconomic factors are aspects of the external environment that affect a company's business, such as competitors, demographics, social / cultural trends, technological advancements, economic conditions, and political/ regulatory factors. CDSTEP Competitors predicting new product launches and anticipating marketing campaigns help firms remain competitive by allowing them to develop similar products. Competitive intelligence to collect and synthesize information about their position with respect to their rivals; enables companies to anticipate market development rather than merely react to them. Reviewing public materials including websites, press releases, industry journals, annual reports, subscription databases, permit applications, patents applications, and trade shows. Interviewing customers, suppliers, partners, or former employees
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 3

CH04-AnalyzingTheMarketingEnviroment - C hapter 4:...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online