MKT 100 Lecture Notes - Lecture 3: Competitive Intelligence, North American Free Trade Agreement

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Julie Kellershohn

Document Summary

One of the goals of value based marketing is to provide greater value to consumers than competitors offer. Successful marketing firms focus their efforts on satisfying customer needs that match their core competitors. Firms are part of alliances few work in isolation. Culture: the shared meanings, beliefs, morals, values, and customs of a group of people. Characteristics of human populations and segments used to identify consumer markets. Many middle class families feel the decline in purchasing power in recent years. Education is related to income which determines spending power. 1/5 canadians are not born in canada. Technology has impacted every aspect of marketing: Percent change is the extent to which something gains of loses value. Percent change is helpful for marketers that want to understand changes in value over time. Percent change is used in almost every aspect of our lives. Percent change = amount of change/original amount x100. Percent change = final value starting value/starting value x100.