BUA 270 Lecture Notes - Lecture 4: Gross Domestic Product, Gross National Income, Global Entry
16 Feb 2016
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Document Summary
Company capabilities first factor that affects the consumer is the firm itself. Strengths, weaknesses, and likely reactions to the marketing activities their own firm undertakes (the roles and reactions of competitors in a company"s immediate environment) Culture shared meanings, beliefs, morals, values, and customs of a. Country culture tools, artifacts, behavior, dress, symbols, physical setting, ceremonies easy to spot. Regional culture region in which people live affects the way they refer to a particular product category. Demographics characteristics of human populations and segments (gender, race, age) Generational cohorts group of people from same generation. Seniors fastest growing group loyal, willing to spend, quality conscious, demand hassle-free and convenience. Baby boomers individualistic, value leisure time, want to always take care of selves, obsession with maintaining youth prefer working past retirement. Generation x 1st generation where both parent"s worked, unlikely to enjoy greater economic prosperity than parents, considerable spending power, demand convenience, shop savvy.
