Beruflich Dokumente
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Learning Outcomes
Identify and define the three key areas of the marketing
environment.
Describe the key characteristics associated with the
marketing environment.
Explain PESTLE analysis and show how it is used to
understand the external environment.
Explain the environmental scanning process.
Analyse the performance environment using an
appropriate model.
Understand the importance of analysing an organisation’s
internal environment and identify the key resources and
capabilities.
Marketing: Asian Edition © Oxford University Press 2013. All rights reserved
The New Generation Marketing Text!
Marketing: Asian Edition © Oxford University Press 2013. All rights reserved
The New Generation Marketing Text!
Marketing: Asian Edition © Oxford University Press 2013. All rights reserved
The New Generation Marketing Text!
Marketing: Asian Edition © Oxford University Press 2013. All rights reserved
The New Generation Marketing Text!
In Europe, the trend is towards marrying later and a greater tendency to
divorce than in previous generations.
There are also changes taking place within society that affect the way that
consumers now interact with an organization’s marketing activity (e.g. crowd-
sourcing, co-creation).
Marketing: Asian Edition © Oxford University Press 2013. All rights reserved
The New Generation Marketing Text!
Marketing: Asian Edition © Oxford University Press 2013. All rights reserved
The New Generation Marketing Text!
Marketing: Asian Edition © Oxford University Press 2013. All rights reserved
The New Generation Marketing Text!
Definitions of Environmental
Scanning
According to Aguilar (1967), environmental scanning is the process of
gathering information about a company’s external events and relationships,
in order to assist top management in its decision-making, and so develop its
future course of action.
Marketing: Asian Edition © Oxford University Press 2013. All rights reserved
The New Generation Marketing Text!
Marketing: Asian Edition © Oxford University Press 2013. All rights reserved
The New Generation Marketing Text!
Marketing: Asian Edition © Oxford University Press 2013. All rights reserved
The New Generation Marketing Text!
1) Those companies that compete against the organization in the pursuit of its
objectives.
2) Those companies that supply raw materials, goods, and services and those
that add value as distributors, dealers, and retailers, further down the
marketing channel.
Marketing: Asian Edition © Oxford University Press 2013. All rights reserved
The New Generation Marketing Text!
Marketing: Asian Edition © Oxford University Press 2013. All rights reserved
The New Generation Marketing Text!
Future Position
Present Position
Marketing: Asian Edition © Oxford University Press 2013. All rights reserved
The New Generation Marketing Text!
Portfolio Issues
Marketing: Asian Edition © Oxford University Press 2013. All rights reserved
The New Generation Marketing Text!
Marketing: Asian Edition © Oxford University Press 2013. All rights reserved
The New Generation Marketing Text!
Summary
Identified and defined the three key areas of the marketing
environment.
Marketing: Asian Edition © Oxford University Press 2013. All rights reserved