COMM 296 Lecture Notes - Lecture 5: Greenwashing, Mobile Device, Green Marketing
Document Summary
Lo 5-1 outline how customers, the company, competitors and corporate partners afect marketing strategy. The centerpiece = consumers inluenced by the macroenvironment: cdstep (culture, demographics, social, technology, economic, political/legal) Purpose of value-based marketing = provide greater value to consumers than their competitors: hunt for trends, consider business process in consumer"s pov. Company capabilities: the irm itself analysis of external environment using swot. Competitors: understand competitors" swot and tactics that may damage company image, ultimately is to appeal to consumers. Corporate partners: ex: automobile manufacturers collaborating w/ supplier of tires. Lo 5-2 explain why marketers must consider their macroenvironment when they make decisions. Deinition: aspects of external environment that afect company"s business (cdstep) Culture = set of values, guiding beliefs, understandings, ways of doing thing 2 levels: 1) visible nuances (behavior, dress, symbols, 2) underlying values (thought processes, beliefs) Country culture = easy-to-spot visible nuances that are particular to a country (ex: food, dress)
