MKT 100 Lecture Notes - Speeders, Core Competency

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17 Feb 2014
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MKT 100 Full Course Notes
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MKT 100 Full Course Notes
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11:55 am: the marketing environment includes actors and forces outside marketing that affect marketing management"s ability to build and maintain successful relationships with target consumers. Micro: core competency - existing knowledge, facilities, patents, etc. New markets and new products: competitors. Identify and analyze direct and indirect competitors o: know strengths and weaknesses, competiveness intelligence (ci) used to collect and synthesize info. Ci is the art of defining, gathering, analyzing, and distributing intelligence about products, customers, competitors, individual"s, concepts: corporate partners, forms are part of alliances, align with competitors, supplies o. Buying power . 9 billion influence, billion annually. Learn about new products from tv shows and friends. Speeders: first generation born after the emergence of internet, technology. Next baby boom (echo boom) between the age 13-32. This smaller generation is consumers between the ages of 36 and. 47: was the first generation to be raised in dual income families.

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