MKT 100 Lecture Notes - Lecture 3: Competitive Intelligence, Consumer Confidence, Speeders

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Laila Rohani

Document Summary

Identify and discuss important trends affecting marketing decisions today. The marketing environment includes the actors and forces outside marketing that affect marketing management"s. It"s ability to build and maintain successful relationships with target customers. There are 2 types of marketing environment. Identify and analyze direct and indirect competitors: know strength & weaknesses, competitive intelligence (ci) used to collect and synthesize info, ci is the art of defining, gathering, analyzing, and distributing intelligence about products, customers, competitors. Corporate partners: firms are part of alliances, align with competitors, suppliers, just in time delivery systems (jit) Demographics: provides an easily understood snapshot of the typical consumer in a specific target market. Who are quite teenagers but are not young children either. Canadian tweens buying power is estimated at . 9 billion and influence. billion annually. the emergence of internet, technology. This group represent the next baby boom (echo boom) between the age of.