Marketing How Companies go to Market

Learning Targets - identified the external forces which directly or indirectly influence an organisation’s capability to do its business (macro and micro factors) - applied analytical tools such as STEEP, Porter’s 5-Forces Model and SWOT - examined how individuals or organisations with a need for specific products and service are identified (market segments) - identified how sales and marketing activities are focused (targeting) - identified how marketing mix ideas are applied in different sectors - discussed how the effectiveness of marketing programmes is measured, eg. through sales analysis, marketing cost analysis, customer satisfaction, brand awareness