Management and Organizational Studies 3322F/G Lecture 1: LECTURE ONE

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: John White

Document Summary

:mission speaks to what the company is all about. Corporate strategy factors: marketing strengths, degree of competition, financial resources, r&d capabilities, management commitment levels. Competitor analysis looks at competitor strengths and weaknesses. When analyzing your target, profile your target and use consumer data (research) and analyze consumer behaviour. Consumer behaviour: the acts that individual proferom in obtaining and using products and more importantly the decision making process that precedes it. Looking glass self: how you think other people see you. Ideal self: the way you would like to be seen. In marketing the focus is on looking glass self and ideal self. Attitudes: an individual"s feelings toward an object or idea (favourable or unfavourable) Reference groups: a group of people with a common interest, the desire to fit in affects behaviour and buying decision. Aspirational groups (ie. wearing university clothing in high-school) Dissociative groups (ie. you want to be a part of it, but someone else doesn"t) ex.