BUS129 Introductory Marketing Lecture Notes (PDF)

Lesson objectives Analys...

Lesson objectives Analysing the market: Outline how customers, the company, competitors and corporate partners affect marketing strategy Explain the macro-environment and why it is considered by marketer’s Describe the differences among the various generational cohorts Identify various social trends that impact BUS129 Introductory Marketing marketing Week 2: analysing the market 2015 McGraw-Hill Education (Australia) Pty Ltd: Grewal, Levy, Mathews, Harrigan & Bucic Marketing 1e 1 2 A marketing environment analysis framework Learning outcomes This week’s content will address: Culture Demographics Company Capabilities LO2 Identify, analyse and synthesize the key marketing tools for practical applications. Macro environment Social C Political/ Legal Immediate Environment Economic Technology 3 4 1  1 Immediate environment: Immediate environment: company capabilities competitors Know their strengths and weaknesses Core competency Know their reactions to marketing Existing knowledge, activities undertaken facilities, patents, etc. Use a proactive rather applied to than a reactive strategy New markets, new products etc. 5 6 Immediate environment: corporate partners Quick Quiz Firms are part of alliances Who is at the centre Align with competitors, suppliers … of the market Just-in-Time (JIT) delivery systems environment? 7 8 2  Quick Quiz Quick Quiz Who is at the centre What three of the market elements make up environment? the immediate environment? Customer 9 10 Quick Quiz What three elements make up the immediate environment? Company capabilities Competitors Corporate partners 11 3