MKT 100 Chapter Notes - Chapter 3: Green Marketing, Consumer Protection, Lightning

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Janice Rudkowski

Document Summary

Many marketers get their ideas for new products or services from monitoring and studying the marketing environment. Helps marketers assess their continued strengths and the value of their products and services, and any weaknesses resulting from changes in the marketing environment. Consumers may be influenced directly by the firm"s microenvironment, including immediate actions of the focal company, and the company"s competition, and the corporate partners that work with the firm to make and supply products and services to consumers. The firm, and therefore consumers indirectly, is influenced by the macroenvironment, which includes influences such as culture and demographics, as well as social, technological, economic, and political/legal factors. A goal for value-based marketing is to provide greater value to consumers than competitors offer. For this to be accomplished, the marketing firm looks at the entire business process from a consumer"s point of view. Successful marketing firms focus their efforts on satisfying customer needs that match their core competencies.