Management and Organizational Studies 2320A/B Lecture Notes - Lecture 2: Green Marketing, Canadian Dollar, Consumer Protection

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Colleen Sharen

Document Summary

Marketers get their ideas form monitoring and studying the marketing environment. Analyzing the marketing environment also helps marketers assess their continued strengths and any weaknesses resulting from changes in the marketing environment. At the heart of the analysis is the consumer. Consumers may be influenced directly by the firm"s microenvironment, including the focal company, the company"s competition, and the corporate partners. The firm and therefore consumers are influenced by the macro-environment which includes: culture, demographics, social, technological, economic, political, legal factors. Factors affecting consumers" microenvironment include: (1) company capabilities the firm itself affects the consumer. Microenvironmental factors: successful marketing firms focus their efforts on satisfying customers needs that match their core competencies (2) competition greater competition may mean more choices for consumers, which influences their buying decisions. Strategies to gather ci can include: sending an employee to a competitive store to check, interviewing, analyzing rival tactics.