MKT 100 Chapter Notes - Chapter 3: Mp3 Player, Baby Boomers, Competitive Intelligence

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Paul Gillespie

Document Summary

Markeing chapter 3 (analyzing the markeing environment) Any change in one of these environments likely requires an adjustment to the irm"s markeing mix. By idenifying potenial environmental trends, irms oten can take proacive steps. But apple has successfully leveraged its core competency in the digital audio player area with its ipod, iphone and ipad. How should we compete: compeiive intelligence (ci) In some instances, the line between sharing informaion and trading corporate secrets or other proprietary informaion is grey. Gillete accuses schick of engaging in false and misleading adverising when ads claimed that its hydro razor would hydrate skin. Schick"s parent company countered with the complaint that gillete"s fusion proglide razor ads atempt to deceive when they asset that the blades are gillete"s thinnest blades ever . All these eforts represent the companies" recogniion of what their closest compeitor is doing, as well as, their atempts to halt tacics they consider damaging.