MKT 100 Lecture 3: Chapter 3

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Anthony Francescucci

Document Summary

A marketing environment analysis framework strengths and the value of their products/services, and any weaknesses resulting from changes in the marketing environment. Analyzing the marketing environment helps marketers assess their continued. One of the goals of value-based marketing is to provide greater value to. Requires that the marketing firm looks at the entire business process. Consumers" needs and wants, as well as their ability to purchase, are affected by a host of factors that change and evolve over time. Factors affecting consumers" microenvironment: the company (i. e. , its capabilities), its competition, and its corporate partners o o consumers than competitors offer from a consumer"s point of view. In the firm"s microenvironment, the first factor that affects the consumer is. Successful marketing firms focus their efforts on satisfying customer needs that match their core competencies. Marketers can use an analysis of the external environment, like the swot analysis, to categorize an opportunity as either attractive or unattractive.