MKTG101 Lecture Notes - Lecture 2: Pest Analysis, Internal Communications, Habitat

• School: Macquarie University
• Department: Marketing
• Course: MKTG101
• Professor: Ross Gordon

Document Summary

Is the process of developing and maintaining a viable match of the organisation"s resources and capabilities (strengths and weaknesses) to the demands of the changing environment (opportunities and threats) in pursuit of its objectives. With the aim of achieving of a sustainable differential advantage in the changed environment. The central importance of marketing in organisational strategy. As the principal boundary-spanning function within the organisational, marketing should play a leading role in the strategy process as marketing has responsibility for the choices of products, markets and competitors. All of the internal and external forces that affect a marketer"s ability to create, communicate, deliver and exchange offerings of value. A process that involves breaking the marketing environment into smaller parts in order to gain a better understanding of it. The parts of the organisation, the people and the processes used to create, communicate, deliver and exchange offerings that have value. The organisation can directly control its internal environment.