Chapter 4

Question 1

Key characteristics associated with the marketing
environment?

Answer 1

The three Marketing Environments:
- External environment (PESTEL analysis)
- Performance environment (Porter’s 5 Forces)
- Internal environment (Boston Matrix, Swot analysis)

Question 2

What are Porter’s 5 Forces?

Answer 2

Porter’s 5 Forces:
1. Threats that new competitors will enter the market.
2. 2. Threats posed by substitute products.
3. 3. Bargaining power of the buyers.
4. 4. Bargaining power of suppliers.
5. 5. Intensity of rivalry between current competitors.

Question 3

What is PESTEL?

Answer 3

Political
Economic
Socio-Cultural
Technological
Echological/Environment
Legal

Question 4

What is SWOT? (Boston Matrix)?

Answer 4

Internal:
Strenghts.
Weaknesses.

External:
Opportunities.
Threats.

Boston Matrix = The performance of offerings/products. This is done in two variables - market growth and market share.