BU352 Lecture Notes - Lecture 2: Competitive Intelligence, Financial Statement, North American Free Trade Agreement
Document Summary
Cdstep + 3 c"s: consumer is at the middle of this model as it is market-oriented this textbook often states that listening to their customers is the #1 thing to marketers, not always true: ex. Apple claims the iphone gave people what they didn"t even know they wanted. If you are a saw mill company, do not go and start producing and marketing luxury watches: competency traps, ex. If you have a hammer, all you will see is nails. Corporate partners/collaborators [3cs: parties that work with the focal firm. Culture [cdstep: shared meanings, beliefs, morals, values, and customs, tend to be national (country-related) or regional embedded/ engrained, are more permanent than social trends, social trends change overtime (weekly, monthly, etc. ) Demographic (trends) environment [cdstep: provides an easily understood snapshot of the typical consumer in a specific target market, often quantitative data e. g. family, population shifts, education, increasing cultural diversity. Social trends [cdstep: different than cultural practices, ex.
