MARK 1120 Lecture Notes - Service Recovery, Canadian Blood Services, Monopolistic Competition

• School: Douglas College
• Department: MARKETING
• Course: MARK 1120
• Professor: C H R I S T I N A C A W K E L L

Document Summary

Not too speci c so that there is no option of exploring. Strengths and weaknesses are internal - on the company. Positioning - how you want consumers to see your brand. Price is only a part of value. Evaluation performance and make adjustments (dogs, cows, stars, cash cows) High market rate but slow growth - take cash to places that have potential to expand market share. Expansion- new market same product - market development- geographic development. Product development - offer something new e. g. oatmeal cake timmies. Diversi cation - taking a risk e. g. making ice cream but selling clothes. What we offer, that no one else offers. Coke - owns the whole bottling network thus as a core comp they control the bottling. Competitive intelligence (ci) used to collect and synthesize info. Demographics eg age, gender, income, generation, education - provides an easily understood snapshot of the typical consumer in a speci c tm.