24415 Chapter Notes - Chapter 3: Organizational Culture
Document Summary
Chapter 3 collecting and analysing marketing information. Issues to be considered in a situation analysis. The internal environment: review of current objectives, strategy and performance, availability of resources, organizational culture and structure. The external environment: competition, economic growth and stability, political trends, legal and regulatory issues, technological advancements. It is necessary to simultaneously track internal, customer, and external environments. Internal politics or management challenges that may affect marketing activities. Involves examining: fir(cid:373)"s (cid:272)urre(cid:374)t a(cid:374)d pote(cid:374)tial (cid:272)usto(cid:373)ers, prevailing needs of current and potential customers, basi(cid:272) features of the fir(cid:373)"s a(cid:374)d (cid:272)o(cid:373)petitor"s produ(cid:272)ts that (cid:373)eets (cid:272)usto(cid:373)ers" needs, analysis method, 5w model who, what, where, when and why. Involves examining: competitors, economic growth and stability, political trends, legal and regulatory issues, technological advancements. Collecting marketing data and information: secondary information sources. Internal data sources: government sources, book and periodical sources, commercial data sources, primary data collection, direct observation, focus groups, surveys and experiments.
