MCS 3620 Lecture Notes - Lecture 4: Toque, Medieval Commune, Marketing Mix

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3620
• Professor: Tim Dewhirst

Document Summary

Flour, auto repair, home improvement: competition, direct (inter product, indirect (product substitution, total dollar (alternative gratification, social, cultural, and demographic influences, language (english, french, other), spelling (color vs. colour), expressions (beanie, toque, sub cultures: punks, skateboarders, mountaineers, demographics: age, gender, ethnicity, income, education, occupation, family life cycle. The power of demographics to help us understand the past and: technology forecast the future, new products can mean new markets, not always hardware software and services, political, legal, and regulatory influence, political players: government (national, provincial, municipal), lobbyists, interest groups, grass roots organizations, industries are differentially sensitive, adherence to legislation and regulation (e. g. competition act, canadian code of advertising standards) Internal: includes all the players and factors that are involved in the marketing of the company"s products, controllable (mostly, external, includes all the players outside the company that create opportunities and pose threats, uncontrollable (mostly)