COMM 223 Lecture Notes - Lecture 3: Monopolistic Competition, Marketing Mix, Oligopoly
4 Feb 2016
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Marketing environment: the actors and forces outside marketing that affect marketing management"s ability to build and maintain successful relationships with target customers. Microenvironment: include the actors close to the company. Macroenvironment: involves larger societal force: the microenvironment includes: The company (different departments such as r&d, finance ) Marketing intermediaries (that help promote, distribute they are partners and not just a channel) Customers, 5 types (consumers, business, resellers, government, international) it is important to know to whom you want to sell to build a demand. Competitors (you have to analyze them, to create a strategic advantage compare to them) Publics (finance, media, government, citizen-action : the macroenvironment include 6 forces: Demographic force: it influences marketing as it depends of the size, the density, the location, the age there is for key generations (baby boomers, 47-66, 30% of canada; generation x, 67-76; generation y, 77-00, 20% of the population).
