6600:205 Lecture Notes - Lecture 3: Root Mean Square, The Immediate, Generation Z
16 Nov 2017
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Document Summary
Marketing chapter 5 analyzing the marketing environment. By paying close attention to customer needs and continuously monitoring the business environment in which the company operates, a good marketer can identify potential opportunities. The main factor that affects the marketing environment is the consumers. Consumers may be in uenced directly by the immediate actions of the focal company, the company"s competitors, or corporate partners that work with the rm to make and supply products and services to consumers. Rst factor that affects the consumer is the rm itself. Successful marketing rms focus on satisfying customer needs that match their core competencies core competency- who you are as a company, what you are best at, and how you are different from competitors. Critical that marketers understand their rm"s competitors, including their strengths, weaknesses, and likely reactions to the marketing activities that they own rm undertakes. Few rms operate in isolation, they are part of alliances.
