ADM 2320 Lecture Notes - Lecture 3: Interest Rate, Exchange Rate, North American Free Trade Agreement
28 Jun 2018
School
Department
Course
Professor
Chapter 3: Analyzing the Marketing Environment
Marketing Environment Analysis Framework:
Tim Hortons facing online backlash over Enbridge ads
Competition: KFC faces pressure after Mcdonalds says no antibiotic in chicken
Macro-environment: CDSTEP
E.g. Marketing research –people of different regions of same age regions, will they respond
similarly? –Asians and Caucasians - picked different commercial when not allowed to think.
Did no see reasonable difference when given time to think.
o
o
Culture: languages, beliefs, morals, value, customs of a group of people
•
Countable characteristics of a human population and segments used to identify consumer
markets
o
E.g. Gender, Ethnicity, age, income, education
o
o
Demographics
•
Connected –apps, mobile wallets, convenience in purchases –drive thru, curbside pick up,
delivery, etc.
o
Social Consciousness –social, environmental, sustainability efforts
o
Preference for luxury brands
o
Kids living longer at home
o
Living home
o
Waiting longer to start family
o
Condos -
▪
Smaller space, bigger lifestyles
o
More multi-cultural
o
Age of access & sharing –accessing services as I need –sharing services for driveways -
o
Social and Demographic trends
•
Information, communications, health, Life & Biosciences, etc.
o
Internet
o
Smartphones –buy, compare
o
Wearable
o
Internet of Things
Technology
•
3 - Analyzing the Marketing Environment
Saturday, 30 September, 2017
9:56 PM
Marketing Page 1
