Complete Marketing Summary with all key concepts

General

Selective Attention # motivation #ability #opportunity
Metrics # profit # sales #gross margin # market share

# awareness # satisfaction #engagement

cultural Affinity Zone # national culture
#patterns
cultural Affinity Class # international

Pricing Tripod #cost # competition #customer perception

Premises


customer Orientation #needs

Organisational Integration #common sense #identity
Mutually Beneficial Exchange #customer # company


Paradoxes


Globalisation -
Localisation #standardisation #adaptation

Convergence -


Divergence #opinion #values

, PESTEL


Political
Economic

social

Technological
Environmental

Legal
PORTER'S 5 Forces


Bargaining Power of customers
→
Bargaining Power
Threat of substitutes
of



Threat of New Entrants -
Suppliers
-
_


competitive
Rivalry
.




SWOT


EXTERNAL


OPPORTUNITIES THREATS



§ STRENGTHS OFFENSIVE ADAPTIVE


ÉÉ WEAKNESSES DEFENSIVE SURVIVING