MKT 100 Chapter Notes - Chapter 3: Computer Data Storage, Food Marketing, Competitive Intelligence
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MKT 100 Full Course Notes
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Marketing environment analysis framework: microenvironment factors that are within a firm"s control, macroenvironment factors that are outside a firm"s control. Influences by the actions of the company itself, its competition, and its corporate partners. Company capabilities: the firm itself is the first factor that affects the consumer. Successful marketing firms focus their efforts on satisfying customer needs that match their core competencies. Culture: the shared meanings, beliefs, moral, values, and customs of a group of people . Characteristics of human populations and segments, especially those used to identify consumer markets, such an age, gender, income, race, ethnicity, and educations. Generational cohort/group: a group of people of the same generation who typically have similar purchase behaviours because they have shared experiences and are in the same stage of life. Tweens: not quite teenagers but not young children either (ages 9 to 12); they"re in between.
