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Chapter 2

Management and Organizational Studies 1021A/B Chapter Notes - Chapter 2: Mobile Marketing, Oligopoly, Gross Income

Management and Organizational Studies
Course Code
MOS 1021A/B
James O' Brien

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Chapter 2 - Marketing Environment:
L1 The Marketing Environment:
Focus on six key areas
o Demographic forces
o Socio-cultural forces
o Economic forces
o Technological forces
o Competitive forces
o Regulatory Forces
L2 Marketing Environmental Scan
Process of continually acquiring information on events
occurring outside the organization to identify trends,
opportunities and threats to a business
o Looks at forces IDed in the “core image” (opposite),
namely the marketing environment
Demographic Forces:
The statistical study of populations
Looks at ..
o Age, gender, ethnicity, income and occupation of a
group of people
Aging Population
o People over the age of 50 control 75% of all Canadian
net worth
o marketers must be aware of the needs of this
population as they grow older
travel, electronics and health-related products
Diverse Generations
o Baby Boomers I
people born between 1946 and 1956
Main reason for the „greying of NA‟
Accounts for approx. 60% of expenditures on
consumer goods and services
o Generation X people born after the baby boomers
between 1966 to 1974
12% of the population
not as brand loyal
trends are more self-reliant, entrepreneurial and
better educated
less prone to material goods
o Generation Y people born between 1975 to 1995
27.5% of the population
music, videogames, sports and computer
purchases are key to this group
Big City Dwelling
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