Marketing Week 2 Lecture

Week 2

APA referencing

A citation style established by the American Psychological Association, used for writing references in academic work.

Five Cs Framework

A marketing analysis tool that includes Context, Company, Competitors, Collaborators, and Customers.

PEST Analysis

An acronym representing Political, Economic, Social, and Technological factors that influence an industry or market.

SWOT Analysis

A framework for identifying Strengths, Weaknesses, Opportunities, and Threats related to a company or brand.

Collaborators

External entities or organizations that work with a company to achieve its marketing goals, such as suppliers and advertising agencies.

Macro Environment

The broader context in which a business operates, encompassing all external factors that can impact its performance.

Market Segmentation

The process of dividing a target market into smaller, more defined categories to tailor marketing strategies.

Customer Analysis

The assessment of potential and actual customers, focusing on their needs, behaviors, and demographics.

Direct Competition

Brands or companies that offer the same product or service in the same market.

Indirect Competition

Other products or services that consumers may consider as alternatives to your brand.