is the process of discovering the organization's strengths and weaknesses in the area of marketing communication and combining that information with an analysis of the opportunities and threats present in the firm's external enoviroment.

Areas examined :

-competitors

-opportunities

-target markets

-product positioning

Competitors

 (communication market analysis)

discover who is the competition isand what they are doing in the areas of advertising and communication. (domestic and foriegn).

examines:

-advertisments

-promotional materials

-annual reports

-a prospectus for a publicly held corporation

-websites

primary research helps.

the idea is to obtain as much information as possible about the competition, including what they say to their customers.

opportunities

(communication market analysis)

carefully watching for new market communiation opportunities by examining all of the availible data and information about the market.

 1.Are there customers that the competition is ignoring or not serving?

2.Which markets are heavily saturated and have intense competition?

3.Are the benfits of our goods and services being clearly articulated to the various customer market segments?

4.Are there opportunities to build relationships with customers using a slightly different marketing appoarch?

5. are there opportunities that are not being pursued, or is our brand positioned with a cluster of other companies in such a mannera that it cannot stand out?

 THE PURPOSE OF ASKING THESE Q's IS TO EXPORE NEW COMMUNCATION OPPORTUNITIES.

target market.

(communication market analysis)

examining various target markets.

requires the marketing dept. to recognize the needs of various consumer and bussiness groups.

determine various ways in which the customer can be reached and also determine the neeeds and wants of indivual groups.

Demographics**

THE GOAL IS TO DIVIDE THE OVERALL MARKET INTO SMALLER MARKET SEGMENTS.

customers

 (communication market analysis)

3 types of customers are studied :

1.current company customers

2.the competition's customers

3.potential new cutomers

THE POINT IS TO UNDERSTAND HOW PEOPLE IN EACH GROUP THINK, WHY THEY BUY, WHEN THEY BUY, WHERE TO BUY, AND HOW THEY EVAULUATE A PRODUCT AFTER A PURCHASE.

product positioning

 (communication market analysis)

the quality of products, prices charged, methods of distribution, image,communication tactics, and other factorscreate positioning and are, in turn, affected by the brand's position.

Product positioning strategies:

-attributes

-competitors

-use or application

-price-quality relationship

-product user

-product class

-cultural symbol

is the preception created in the customers mind?