BU2108 Lecture 3: Lecture 3 - Analysing the market performance
Document Summary
Changes in microenvironment and microenvironment influence marketing decisions. Chapter 3 textbook - analysing the market performance. All of the internal within the company, and external forces in the micro and macro environment that affect a marketers ability to create, communicate, deliver and exchange offerings of value. Forces affecting marketers ability to build and maintain sucessful relationships with target customers. The processes of breaking the market environment into smaller parts in order to gain a better understanding of it. The company - organisation - people - processes. Other departments impact on the ability of the marketer to execute the marketing plan and on how the value is delivered and relationship built with the customer - all must be aligned and customer centric. Companies may target any or all five types of customer markets. Each market type has special characteristics that calls for careful study by the seller. The macroenvironmental framework has been called the pestle framework.
