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Chapter 2

Marketing Environment

Маркетинговая среда
Маркетинговая среда
The marketing environment encompasses internal and external elements influencing an organization's marketing-related decisions. Let's consider ...
Микросреда
Микросреда
The micro-environment refers to the organization's immediate external factors, including stakeholders like customers, suppliers, and competitors. ...
Модель пяти сил Портера – концепция
Модель пяти сил Портера – концепция
The Five Forces Model studies the five external competitive forces that can threaten a business's profitability. Supplier Power assesses the influence ...
Модель 5 сил Портера – применение
Модель 5 сил Портера – применение
Conducting a five-forces analysis involves identifying and evaluating factors influencing each of the five forces. Here's the five forces model ...
Анализ конкурентов
Анализ конкурентов
Competitor analysis involves assessing competitors within a specific market to understand their strengths, weaknesses, strategies, and performance. The ...
Карты позиционирования (восприятия)
Карты позиционирования (восприятия)
A Perceptual map serves as a tool to visualize subjective consumer perceptions - how customers see, think, and compare different products or brands within ...
Мезосреда
Мезосреда
The meso-environment includes factors specific to the industry that impact an organization's operations. These include industry trends, regulations, ...
Макросреда
Макросреда
Unforeseeable changes such as calamities, policy shifts, changes in consumer preferences, and economic fluctuations can significantly affect businesses. ...
PESTEL-анализ
PESTEL-анализ
PESTEL  stands for  Political, Economic, Social, Technological, Environmental, and Legal factors Conducting a PESTEL analysis for the Higher ...
Внутренняя среда
Внутренняя среда
The internal environment refers to the factors within the organization that directly shape its marketing strategies. It determines the organization's ...
Организационный потенциал
Организационный потенциал
Organizational capacity refers to an organization's ability to effectively and efficiently achieve objectives using its resources. It encompasses an ...
VRIO-анализ
VRIO-анализ
VRIO stands for Value, Rarity, Imitability, and Organization. The VRIO framework evaluates whether a company's resources and capabilities can create a ...
Концепция цепочки ценностей
Концепция цепочки ценностей
The value chain of an organization describes the sequence of activities or processes involved in creating and delivering a product or service to the ...
Анализ цепочки ценностей – применение
Анализ цепочки ценностей – применение
Value creation occurs through various activities within an organization's value chain. Different organizations in an industry often contribute value ...
SWOT-анализ — концепция
SWOT-анализ — концепция
SWOT analysis provides a structured framework for evaluating internal strengths and weaknesses as well as external opportunities and threats. Strengths ...
SWOT-анализ – применение
SWOT-анализ – применение
The SWOT analysis helps businesses craft marketing strategies by leveraging strengths, exploring opportunities, mitigating weaknesses, and addressing ...
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