MKTG 317 Lecture Notes - Lecture 4: Communication Source, Data Structure, Relationship Marketing
23 Oct 2017
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Interaction allows for sustainability and long term customer loyalty: b2b vs b2c, business to business, business to customer, business want to think about ways to build relationships with customers, marketing should be seen from an organizational perspective. When a company implements strategies that attempt to shape the external environment within which it operates, it is engaging in environmental management: both close to it and far away. External environment: micro (closer to the company) 3 (cid:272)"s, company. Financials, stock prices, shareholders, strengths, weaknesses, promotional techniques: competitor, customers. Some companies can do well in downturn, ex: companies that sell value items: trade agreements. Spending habits of consumers: e(cid:454). if (cid:455)ou"(cid:396)e ope(cid:374)i(cid:374)g a cha(cid:374)el sto(cid:396)e, (cid:455)ou (cid:449)a(cid:374)t to look for a location that caters to high income earning consumers. Savings/debt/credit availability: increased spending increased debt: purchasing power: when income is high relative to the cost of living people have more discretionary income more money to spend on nonessential items.
