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Chapter2 Analysis of the International Marketing Environment - Coggle…
Chapter2 Analysis of the International Marketing Environment
Introduction to the International Marketing Environment
Definition
Marketing environment's influences
SWOT Analysis
Strength
Weaknesses
Opportunities
Threats
Macro-environment Analysis(PESTLE)
1.Political and Legal Environment
2.Economic envvironment
Consumer income
Real Income&Inflation
Savings,debts,credit availabilities and spending
Socio-cultural environment
Education
Religion&Taboo
Aesthetic standard
Subculture
Language
Technological environment
Shorter product life cycle and the emergence of new product
Changes on product structure,life style and buying behaviour
Natural environment
Demographic environment
Micro-environment Analysis
Competitive environment&Competitors
Direct competitors and indirect competitors
Porter's five forces Model
Internal environment
Suppliers
Marketing intermediaries
Customers
Publice