Management and Organizational Studies 2320A/B Chapter Notes - Chapter 3: Greenwashing, Baby Boomers, Consumer Protection

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

Document Summary

Consumers may be influenced directly by the firm"s microenvironment, including immediate actions of the local company, the company"s competition, and the corporate partners that work with the firm to make and supply products and services to consumers. Consumers are also influenced by the macroenvironment, which includes influences such as culture and demographics, as well as social, technological, economic, and political factors. Value-based marketing looks to provide greater value to consumers than competitors offer. Swot analysis to categorize an opportunity and to assess it relative to the firm"s existing competencies. Firms use competitive intelligence (ci) to collect and synthesize information about their position with respect to their rivals. Strategies of ci can simply be sending a retail employee to a competitive store, reviewing public materials, interviewing customers, analyzing rival"s marketing tactics. Important to keep an eye to the market"s response to products by using ci techniques (ex.