MARK1020 Lecture Notes - Lecture 3: Canadian Dollar, United States Dollar, North American Free Trade Agreement
5 Oct 2013
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Document Summary
3 analyzing the marketing environment: micro 3c and macro cdstep. Apple strong in design, manufacturing, promo, and distribution of mac cpus. Led to digital audio products: ipod, iphone, ipad. Transferred core competencies from mac to other products. Strength in soda but people are becoming more health conscious. Take their skills in this area -> water: analyze competitors (indirect + direct) Competitive intelligence (ci) used to collect and synthesize info. When apple intro new cpu, nobody"s surprised b/c they"re well known. Corporate partners help bring products to markets at right time/price. Macro can"t control but have to monitor it. The shared meanings, beliefs, morals, values, and customs of a group of people. Entails easy-to-spot visible nuances that are particular to a country, such as dress, symbols, ceremonies, language, colours, and food preferences, and more subtle aspects, which are trickier to identify.
