chapter 4 MARKETING ENVIRONMENT -for good decisions you need good information
?variables shape the marketing environment
internal
internal
what should a firm consider when developing objectives
guidelines
basic purpose (mission)
clear hierarchy- doable , compatible - what must we do, can we do, might we do
What should a firm consider when analyzing opportunities?
production
marketing
competitive analysis
competitive environment
forms of competition
competitive barriers
competitive advantage
competitive rivals
external
how do the below environments affect marketing?
economic
technological
political
legal - why the law was passed? What does it proscribe,  how has it been enforced( dynamics of interpretation)? Who enforces the law?
? to narrow down to strategies
screening criteria
planning tools - portfolio analysis, SBU
 International considerations