Chp 3

Question 1

Internal environment use

Answer 1

Is current offer working

Question 2

Value chain 5 primary activities and 4 support

Answer 2

5:inbound logistics, operations, outbound logistics, marketing and sales, after-sale service

4:infrastructure, hr, technological department, purchasing and procurement

Question 3

Benchmarking?

Answer 3

Knowing the components of your internal environment and value chain

Question 4

Micro environnement components?

Answer 4

Suppliers, customers, newcomers and substitues

Question 5

Macro environment components?

Answer 5

PESTEL

Question 6

Porter forces

Answer 6

Growth rate: Slow= few new customers
So more competition
Nbr competitors: highly concentrated more competition
Product differentiation: costs competition

Question 7

6 barriers to entry

Answer 7

Economies of scale, differentiation, capital requirements, government policies, access to distribution and advantages linked to costs

Question 8

SWOT

Answer 8

strength weakness opportunity threat

Question 9

Mktg information system

Answer 9

Ressources and procedures to collect and analyze data: targeting positioning and control and contingency (effects intended)

Question 10

Data collections 3 methods

Answer 10

Secondary data
Internal
Marketing intelligence: laws trends tech

Primary data
Market research: collecting by the firm q or quali

Question 11

Good data?

Answer 11

Relevant, reliable, valid

Question 12

Why collecting primary data? And is it good?

Answer 12

Exploratoriums research
^crucial decision, no info
Descriptive research
^describe current situation
Causal research
^understand cause/effect relationship

Question 13

Assessing secondary data

Answer 13

Who collected it
Why was it collected
Are the data consistently with other independent sources
When
How was it generated