COMM 296 Chapter Notes - Chapter 5: Greenwashing, Green Marketing
Document Summary
Direct competition: same target segment, same need, similar product. Indirect competition: same target seg, same need, different product. Marketplace competition: same target seg, diff need, diff, product. Microenvironment factors: external environment factors that affect company. Culture: set of values and way of doing things shared by a society. Country culture: entails visible nuances (dress, language, color, food) Regional culture: influence of the area within a country. Demographics: info on characteristics of human populations and segments (esp. used to identify consumer markets by age, gender, income, and education) Generational cohort: group of people of same generation, typically who have shared experienced and are in the same stage of life. Green marketing: strategic effort by firms to supply environmental friendly products and services. Greenwashing: exploiting consumers by disingenuously marketing products/services as environmental friendly.
