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Marketing (884)
MKT 100 (488)
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Chapter 3

CHAPTER 3.pdf

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Department
Marketing
Course
MKT 100
Professor
Asif Salam
Semester
Fall

Description
CHAPTER 3: ANALYZING THE MARKETING ENVIRONMENT A Marketing Environment Analysis Framework Micro environmental Factors  Company Capabilities core competency existing knowledge/facilities/patents applied to new mkts/products  Competitors identify/analyze direct/indirect competitors know strengths & weaknesses Competitive Intelligence used to collect and synthesize info - Reviewing public materials (websites, press, industry journals, annual reports etc) - Interviewing customers, suppliers, partners, former employees - Analyzing rival mkting tactics, distribution practices, pricing, hiring needs  Corporate Partners firms are part of alliances e.g WalMart  Align w/ competitors, suppliers, etc  Just In Time (JIT) delivery systems from factory  retailer Macro environmental Factors  Culture  shared meanings, beliefs, morals, values, customs of a group of people  Country Culture vs. Regional Subculture (up north where it’s colder/etc)  Demographics  characteristics of human pop/segments especially those used to identify consumer mkts  age, gender, income, race, ethnicity, education  Generational Cohorts:  group pf ppl of the same generation similar purchase behaviours  Tweens food, drinks, electronics, games, music, cell phones, clothing Generation Y 13-32, biggest cohort since baby boom, “echo boom”,  media intensive/brand conscious era, challenging Generation X
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