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Marketing Environment : Marketing Strategy

   

Added on  2022-01-18

39 Pages1372 Words63 Views
Professional Development
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MARKETINGSTRATEGY
Marketing Environment
PLANNING IN THE MARKETING ENVIRONMENT
A ER K T I N G
LECTURER |SHAREEF JAFFAR
Marketing Environment : Marketing Strategy_1

Aims &
Objectives
Students will have
knowledge of the
factors impacting
upon the
marketing
environment in
order to create
competitive
advantage
By the end of
this lecture
1
Chapter 2 A
Please Refer to Chapter 2 - Marketing Concepts and Strategies 6th Edition
Marketing Environment : Marketing Strategy_2

Learning
Objectives
Analyse the
different layers of
the marketing
environment
which are
marketing
environmental
factors & external
marketing factors
Environmental
Assessment
Identify tools used
by organisations
to analyse their
internal
and external
marketing
environment
Analytical
Tools
To understand
the importance
of situational
analysis
Situation
Analysis
1
Chapter 2 A
2
Chapter 2 B
3
Chapter 2 C
Please Refer to Chapter 2 - Marketing Concepts and Strategies 6th Edition
Marketing Environment : Marketing Strategy_3

Recommended Texts
Chapter 2, Marketing
Concepts and Strategies. 6th
ed. / Sally Dibb ... [et al.].
Dibb, Sally; Andover : Cengage
Learning, c2012LECTURER|SHAREEFJAFFAR
MARKETINGSTRATEGY
Marketing Environment : Marketing Strategy_4

The Marketing Environment
The marketing environment includes the factors and
forces outside marketing that affect marketing
management’s ability to build and maintain successful
relationships with target customers.
-Kotler et al, 2013-
Marketing Environment : Marketing Strategy_5

The Marketing
Environment
There are two elements within the external
marketing environment; micro and macro.
These environmental factors are beyond the control
of marketers but they still influence the decisions
made when creating a strategic marketing plan.
Marketing Environment : Marketing Strategy_6

Micro vs Macro
Marketing
VIDEO CASE STUDY
Marketing Environment : Marketing Strategy_7

Marketing Environment : Marketing Strategy_8

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