MKT 100 Lecture Notes - Lecture 3: Competitive Intelligence, Root Mean Square, North American Free Trade Agreement
19 Oct 2016
School
Department
Course
Professor
Chapter 3: Analyzing the marketing Environment
A marketing environment analysis framework
Microenvironmental factors
Competition:
Competitive intelligence: used by firms to collect and synthesize information about there position with respect to
rivals
Company Capabilities, Resources, Processes
—>
Competitors
- Identify and analyze direct and indirect competitors
- Know strengths & weaknesses
- Competitive Intelligence (CI) used to collect and
synthesize info
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MKT 100 Full Course Notes
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Document Summary
Competitive intelligence: used by rms to collect and synthesize information about there position with respect to rivals. Identify and analyze direct and indirect competitors. Competitive intelligence (ci) used to collect and synthesize info. How is the trend affecting customer preferences: culture: Culture: shared meanings, beliefs, morals, values and customs of a group of people. Country"s culture: individual to a culture, (dress, ceremonies, language, colors) Regional subcultures: a certain region that affects the way one reacts too a speci c culture or ritual: demographics. Generational cohorts: seniors, tweens, baby boomers, gen y (1972-1992) and gen x (1966-1971) Demographics: provides an easily understood snapchat of the typical consumer in a speci c target market: technological advances. Technological advances: changes that have contributed to the improvement of the value of both products and services: have impacted: new products, forms of communication, and new retail channels, economic situation: Economic situation: changes that affect the way consumers buy and spend money.
