Assessing the marketing environment, 2008-2009
By: Diana Luck
Contributors: Chartered Institute of Marketing
Edition: 1st ed.
Publisher: Elsevier/Butterworth-Heinemann
Published: 2008
Place of publication: Amsterdam; Boston
Language: eng
Number of pages: 375
ISBN-13: 9780080943497; 9781136419713; 9781136419669; 9781136419706; 9780750689656
Subjects: Marketing; Study guides; Examinations; BUSINESS & ECONOMICS; General; Distribution
Description: BH CIM Coursebooks are officialy endorsed by CIM and independently reviewed. They are crammed with a range of learning objective questions, activities, definitions and summaries to support and test your understanding of the theory. Carefully structured to link directly to the CIM syllabus, this Coursebook is user-friendly, interactive and relevant. Each Coursebook is accompanied by access to MARKETINGONLINE (www.marketingonline.co.uk), a unique online learning resource designed specifically for CIM students which can be accessed at any time.
Notes: Includes bibliographical references and index.
Table of contents: title: Front Cover; Assessing the Marketing Environment 2008-2009; Copyright Page; Contents; Unit 1: The nature of the organization and the impact of its environment; The importance of the marketing environment; Defining organizations; Business classifications; The formal and informal economy; The legal form of trading organizations; Public services; The vision and mission of organizations; General organizational objectives; How are goals established; What causes the goals to change; The organization as an open system; The interface between marketing and other functions.; title: Managing the marketing environmentUnit 2: The micro-environment; The business as a resource converter; The macro-environment; The micro-environment; Stakeholder pressures; Pressure groups; The consumerist movement; Environmentalism; The response; Pressures for a positive organizational response; Unit 3: Analysis of the competitive environment; Monitoring competitors; Five-force analysis of competitive structures; Strategic and marketing implications of Porter's Five Forces; The nature of competition policies; Legislation and competition; Fair Trading Act 1973.; title: Monopolies and mergers legislationOther areas of legislation that affect the marketer; Monitoring the micro-environment; Main sources of information; Unit 4: The natural environment, the challenges of change and information sources; Understanding the macro-environment; Sources of the decline; The challenge of change; Internal and external information systems; Information required for adequate marketing; Sources of information and assistance in the macro-environment; Unit 5: The demographic social and cultural environment; Trends in population; World population; Aggregate population.; title: Population structureMarital status and household structure; Regional distribution; Ethnic groups; Occupational structure; The workforce in employment: some important trends; The changing role of women in work and society; The social and cultural environment; Social class; Reference groups; The family; Lifestyle; Unit 6: The economic and international environment; Government economic objectives; Key macro-economic concepts; The significance of gross domestic product (GDP); The uses of national accounting data; The true value of data; The business cycle; Economic objectives; Inflation.; title: Balance of paymentsEconomic indicators; Economic policies; Trade and exchange rate policies; The impact of international trade; Globalization; Trading at the micro level; Frictions in the international environment; Unit 7: The political and legislative environment; The political environment; The legal framework; Role and objectives of legislation; The impact of legislation on the marketing environment; Appropriate action; Fair trading and the consumer; Protecting the consumer; Unit 8: The technical/information environments; Definition of terms; Characteristics of technology.