MKT 100 Lecture Notes - Lecture 3: Tablet Computer, Speeders, Healthy Diet

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

Document Summary

1/23/2015 6:19:00 pm includes the actors and forces outside marketing that affect marketing management"s ability to build and maintain successful relationships with target customers. Has two environments: macro and micro successfully leveraging company capabilities. Core competencies & existing knowledge facilities, patents applied to new markets, new products etc . Competitors identify and analyze direct and indirect competitors. The shared meanings, beliefs, moral, values and customs of a group of people. Country culture: entails easy-to-spot visible nuances that are particular to a country (i. e. dress, symbols, ceremonies, languages, colours and food preferences) Regional culture: the region in a particular country affects the way they react to different cultural rituals, product category. i. e quebec residents less likely to buy prepared food and prefer ida/metro to. Provides an easily understood snapshot of the typical consumer in a specific target market. Characteristics of human populations and segments used to identify consumer markets. A group of people of the same generation, typically have similar behaviour.