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/GS4 43 0 R It is particularly valuable in service firms that rely on customer employee interaction and in organizations that rely upon innovation and improved operations being delivered by key staff. This study guide is a comprehensive discussion (along with many examples) of the key aspects of marketing as covered across various textbooks and study programs. /Fm9 104 0 R /Fm8 102 0 R /Properties /GS5 48 0 R stream /Group 105 0 R /Filter/FlateDecode In marketing terms, we are particularly interested in: product range, brand equity, financial position, customer loyalty, customer base size, retailer relationships retailer relationships, access to technology, manufacturing skills and innovation, and so on. /GS7 58 0 R /T1_0 224 0 R /T1_1 223 0 R /GS8 63 0 R l3Z:{ ?"(/^&O^g[;-9_a3"j"e8QmN4Da. << O> \/{GPa;`,"\$e`Kl~@]wd}A>uC2C$'[/5e%)GYeMQ`Q(+ =}\FDY)S73r(%6C3$d`my=%}-F! 'nb&P$lAG$ p@Bh0UP7J9g<62%&4A4 Top management values are evident by the overall corporate culture of the organization, which is influenced and guided by management views.var asau='6680823491';var cid='5555579209';var pid='ca-pub-7748027231351588';var slotId='div-gpt-ad-marketingstudyguide_com-banner-1-0';var ffid=1;var alS=1030%1000;var container=document.getElementById(slotId);container.style.width='100%';var ins=document.createElement('ins');ins.id=slotId+'-asloaded';ins.className='adsbygoogle ezasloaded';ins.dataset.adClient=pid;if(typeof window.adsenseNoUnit=='undefined'){ins.dataset.adSlot=asau;} /Fm14 88 0 R /Fm3 92 0 R In other words, it should be a list and review of what the firm has to work with. For example, some key people in management might see innovation and change as critical to success, but top level management in other organizations may be quite conservative and risk adverse. << The internal environment in marketing refers to components INSIDE the firm that are unique to the firm. << 208 0 obj
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