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The Marketing Environment
and Objective Setting |
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Overview |
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One of the key tasks a marketer faces is understanding the environment
in which an organisation operates. A marketer must then make decisions
about how to best exploit the organisation’s capabilities.
This section provides you with guidance on how to review the external
environment and relate this to an organisation. After completing
this section you should be able to:
1. analyse the external environment in which an orgnanisation
operates;
2. review an organisation’s main strengths and weaknesses
relative to the eternal environment
3. assess the potential opportunities and threats that an organisation
faces
4. understand the need to review competitor activity
5. understand how this information might be used to develop marketing
objectives
6. understand some of the limitations of PEST and SWOT analysis
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