B A 370 Lecture Notes - Lecture 5: Core Competency, Sustainable Development, Grou
Document Summary
Chapter 2: developing marketing strategies and a marketing plan. > applied to > new markets, new products, etc. Know their strengths, weaknesses, and likely reaction to firm"s marketing activities. Sustainable development - includes land, water, air, and living organisms. Products and services are influenced by how they are used in the physical environment, and in turn they can also influence the physical environment. Claiming to be earth friendly but they"re not. Shared meanings, belief is, morals, values, and customs of a grou of people transmitted by words, literature, and institutions. Sometimes best answer is to establish universal appeal within specific identifies of country culture. For national and global chains, particularly important to cater to regional preferences. Characteristics of the human population and segments, especially those used to identify consumer markets. Provides an easily understood snapshot of the typical consumer in a specific target market. Marketers use data about shoppers to target offers.
