Management and Organizational Studies 2320A/B Study Guide - Midterm Guide: Competitive Intelligence, Greenwashing, Generation Z
31 Oct 2018
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Document Summary
Marketers who understand and manage the changes in their marketing environments are able to adapt their product and service offerings to meet new challenges and opportunities. Many marketers get their ideas for new products or services from monitoring and studying the marketing environment. At the heart of any marketing analysis is the customer: value-based marketing aims to provide greater value to consumers than competitors offer. Successful marketing firms focus their efforts on satisfying customer needs that match their core competencies. Greater competition may mean more choices for consumers, which influences their buying decisions. Interviewing customers, suppliers, partners, or former employees: analyzing a rival"s marketing tactics, distribution practices, pricing, and hiring needs, although ci is widely regarded today, it causes some ethical and legal concerns. Aspects of the external environment culture, demographics, social trends, technological advances, economic situation, and political/legal environment that affects companies. Includes: culture, demographics, technological advances, economic situations.
