Sibun

Marketing Environment an its impact :
   2 types of environment- macro and micro
Micro- PEST analysis
P-political
E-Economical
S-Socio-cultural
T-Technological
environment analysis:
 Socio-economic
 competition
 technology
 government policies
 customer resistance
Then cite examples......
For more details refer to page 48 onwards of saxena
Concepts of Marketing
marketing means understanding and responding to the customer needs.
marketing concept involves-
 customer orientation
 competitive orientation
 ability to respond environmental changes
description of each units with examples....
For more details refer to page 9 onwards..
Environmental scanning and scanning techniques
The marketer should be able to forecast changes in the environmental factors.
source of information-radio,tv,customers,consultant,written informations by magazines and journals
SPIRE approach(Systematic Probing and Identification of the Relevant Environment)
Scenario building
describe points..
For more details refer to page 65 onwards
BCG matrix
approaches to marketing planning
portfolio methods-
 Boston Consulting Group Approach(BCG)
 General Electric approach(GE)
describe the strategic planning process
BCG matrix categorizes strategic business unit(SBU) into 4 groups:
 question mark
 stars
 cash cows
 dogs
describe all with examples..
for details refer to page 100 onwards..