MKT 100 Lecture Notes - Lecture 3: Childhood Obesity, Competitive Intelligence, Baby Boomers

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Paul Gillespie

Document Summary

Lect u r e 2 / c hap ter. 3 : a naly zi n g t h e m a r k e t i n g e n v i r on me n t. Above is the marketng environment analysis framework. M ic r o en v i r o n m ental f a c t o r s: company capabilities. The frst factor that effects the consumer is the frm itself. Successful marketing frms focus on their efforts on satsfying customer needs that match core competencies: competition. Greater competition may mean more choices for consumers which influences their buying decisions. Compeiive intelligence is used to collect and synthesize information about their position with respect to their rivals. It helps frms anticipate environmental changes rather than reacting to them. Strategies to gather compettve intelligence are: reviewing public materials (websites, press releases, trade shows, etc. ), interviewing customers and suppliers and looking at rival"s strategies: corporate partners.