5   Analysing the marketing environment

Learning objectives

At the end of this chapter you should:

•  understand the key elements of the marketing environment and be able to evaluate their impact on financial services providers;

•  be able to analyse key elements in the macro, market and internal environments;

•  understand the process of SWOT analysis and its role in making sense of information about the marketing environment.

5.1 Introduction

In Chapter 3, marketing was described as being concerned with satisfying customer needs, trying to do so more effectively than the competition and making appropriate use of the organisation’s own resources and capabilities in this process. Accordingly, one of the first stages in any marketing process ...

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