Assessing the Marketing Environment
• Explain the nature and scope of the internal marketing environment, including the resource perspective
• Distinguish between the types of organisation within the public, private and voluntary sectors and understand the different influences and challenges they face and how their objectives differ as a result
• Identify and explain the different characteristics of the micro environment and recognise the sources of information required to gain a good understanding of the micro environment, its drivers and challenges – and distinguish from the natural environment
• Assess the importance and potential impact on a market-oriented organisation of key trends in political, economic, social, technological and legal/ethical/regulatory environment
• Consider the implications for organisations pursuing both economic and environmental sustainability as part of an agenda for CSR
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