ADM 2320 Chapter Notes - Chapter 3: Competitive Intelligence, Marketing Mix, Core Competency
12 Dec 2018
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Company capabilities: everything revolves around the consumer in the microenvironment. Knowledge, facilities, patents, technology, people etc applied to target markets, products etc. Identify and analyze direct and indirect competitors: know strengths and weaknesses, competitive intelligence (ci) used to collect and synthesize information, consistently assess competition to share you competitive strategy. Corporate partners: firm are part of alliances few work in isolation, align with suppliers, corporate partners etc. Characteristics of human population and segments used to identify consumer markets: the most common form off segmentation because information is widely available, gender male/female roles have been shifting. Marketing has changed to reflect this: ethnicity ethnic composition changes over time, age. A group of people of the same generation with similar purchasing behaviours because they have shared experiences and are at the same stage of life. i. e. baby boomers, generation y, generation x, tweens, seniors, etc.
