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Marketing Strategy > Chapter 2: External Analysis/ Macro, Micro > Flashcards

Chapter 2: External Analysis/ Macro, Micro Flashcards

1
Q

what is the process of Analysis?

A

Scanning→ Monitoring→Interpreting & Forecasting→ Assessing & Deciding

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2
Q

two compositions of external environment and these examples

A

Macro-environment (economic, sociocultural, global, technological, political/legal, demographic)

Micro-Environment (competitors, industry, customers)

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3
Q

what is the PEST Analysis?

A

Political/legal
Economic
Socio/Cultural
Technological

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4
Q

Three types of competitive environment analysis

A

Porter’s five focus model
Industry evolution and forecasting(ILC)
Strategic groups

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5
Q

four stages of industry life cycle

A
  1. Emerging Industries
  2. Growing Industries
  3. Mature Industries
  4. Declining industries
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Marketing Strategy (10 decks)

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