Management and Organizational Studies 2320A/B Chapter Notes - Chapter 3: Consumer Futures, Competitive Intelligence, Swot Analysis

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: John White

Document Summary

Marketers who understand and manage changes in environments are able to adapt product/service offerings to meet new challenges. Consumer is influenced by microenvironment -> company, competition, corporate partners. Microenvironment is influenced by macroenvironment -> culture, demographics, pest. The firm itself first factor that affects the consumer. Focus efforts on satisfying customer needs that match core competencies. Use swot to categorize opportunities and if its good assess it to existing competencies: competition. Suppliers, manufacturers, advertising, consulting services transport companies, etc. Shared meanings, beliefs, morals, values, and customs of a group of people. Challenge for marketers is to have products or services identifiable by and relevant to a particular group of people. Cultures influence what, why, how, where, and when we buy. Regional subcultures region in which people live in a particular country affects the way they react to different cultural rituals, or even how they refer to a particular product category: ex.