市場研究與市場分析：練習題

Which of the following describes the primary purpose of a SWOT analysis within a business's marketing department?

A business identifies a new government regulation that restricts certain types of advertising. In a SWOT analysis, where should this be categorized?

A luxury car manufacturer discovers that a competitor is facing significant supply chain issues. How should this information be utilised within the manufacturer's SWOT analysis to benefit its marketing strategy?

A business is reviewing the physical assets it uses to promote its products, such as its fleet of branded delivery vans and its high-street showrooms. These are examples of which type of resource?

When a business lacks the financial resources to fund a nationwide television campaign, how might this impact its marketing strategy?

What is the primary purpose of a business conducting a SWOT analysis as part of its marketing planning?

Analyse the usefulness of the SWOT framework when a business is looking to enter a new international market.

Evaluate the extent to which a SWOT analysis remains a useful tool for a business's stakeholders when making long-term strategic marketing decisions.

Marketing resources play a vital role in the success of any promotional campaign. A medium-sized retail chain is currently evaluating its internal position using a SWOT analysis to better understand its marketing capabilities.

(a) Explain the content and purpose of a SWOT analysis in a business context. (2 points)
(b) Identify and explain two specific resources a business might require to effectively market a new product line. (2 points)

A national clothing manufacturer is planning to launch a new eco-friendly range of activewear. Management believes that their current marketing resources will determine the success of this strategy. They have decided to perform a SWOT analysis to evaluate their position.

(a) Analyse how the availability of marketing resources can impact a business's ability to develop an effective marketing strategy. (2 points)
(b) Evaluate the usefulness of a SWOT analysis for this clothing manufacturer when deciding whether to proceed with the eco-friendly range. (3 points)