MARKETING ENVIRONMENT

1. Chapter 1 Version 3e 1
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Prepared byPrepared by
Deborah BakerDeborah Baker
Texas Christian UniversityTexas Christian University

2. Chapter 1 Version 3e 2
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1.1. The importance of marketing to financialThe importance of marketing to financial
institutionsinstitutions
2.2. The need for an understanding of the marketingThe need for an understanding of the marketing
environmentenvironment
3.3. The approaches to analyzing macro, market andThe approaches to analyzing macro, market and
internal environmentinternal environment
4.4. How SWOT analysis can be used to helpHow SWOT analysis can be used to help
understand the results of environmental analysisunderstand the results of environmental analysis

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The Organization
The Organization
The market
environment
The macro environment
The macro environment

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This is concerned with broad general trends
within the economy and society.

5. Chapter 1 Version 3e 5
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Political
Political
The organization
The organization
Economy
Economy
Technology
Technology
Social /cultural
Social /cultural

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•Cover a range of issues
including party politics.
•The political character of
the government.
•Regulatory system.
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7. Chapter 1 Version 3e 7
Covers all relevant aspect
of a society e.g.
demographics, culture,
values, lifestyle, attitudes
etc.
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•This is being familiar with the latest hi-tech
innovations.
•Technology affects not only the type of products
available but also the ways in which people organize
their lives and the ways in which goods and services
can be marketed.
•It enables distribution channel.
•Offer many benefits to certain customer segments.
•
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9. Chapter 1 Version 3e 9
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‘Poters’ five force analysis
Threat of
institutes
Threat of
institutes
Bargaining
power of
suppliers
Bargaining
power of
suppliers
Bargaining
power of buyers
Bargaining
power of buyers
Threat of new
entrance
Threat of new
entrance
Competitive
rivalry
Competitive
rivalry

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•Powerful supplier can force up prices an
organization pays for its inputs
•Extent of the suppliers’ ability to influence price will
cost
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•Powerful customers can bring price down to
unfavorable level
•Customers bargaining power differ considerably
•Individual bargaining power is relatively weak in
personal market
•Large business have strong bargaining power in
corporate market
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•Customers choice is enhanced when products that
are close substitutes exist.
•Consumers’ bargaining power is thus enhanced
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This is the area which the firm can exercise
greatest control.
Have an understanding of resources at the
organization's disposal.
Should consider the corporate culture.

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strengthstrength
weaknessweakness
opportunityopportunity
threatthreat
Environmental
analysis
Environmental
analysis

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Is any particular skill or
distinctive competence that
will help the organization
achieve it objectives.
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16. Chapter 1 Version 3e 16
This describes any aspect
of the organization that may
hinder the achievement of
specific objectives.
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17. Chapter 1 Version 3e 17
Any feature of the external
environment that is
advantageous to the
organisation,given its
objectives.
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18. Chapter 1 Version 3e 18
Is any environmental
development that will create
problems for an
organization in achieving it
specific objectives.
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