BU352 Chapter Notes - Chapter 3: Canadian Dollar, Competitive Intelligence, Green Marketing
Document Summary
Consumer is the centre of all marketing efforts. Goal of value-based marketing is to offer greater value than competitors requiring that the marketers view the business from a customer"s perspective. Successfully leveraging company capabilities must focus efforts on satisfying customer needs that match core competencies of the business; involves categorizing an opportunity, and if attractive assess whether it can be part of the company"s core competency. Building relationships with corporate partners must rely on other parties to supply/deliver components. Just-in-time inventory systems are designed to deliver less merchandise more frequently than traditional inventory systems in an effort to keep inventory costs down. Competitive intelligence used to collect and synthesize information about their position with respect to their rivals; enables companies to anticipate market developments than simply react to them. Review public materials, interview customers, analyze rival"s marketing tactics: corporate partners: few firms operate in isolation; parties that work with the focal firm are its corporate partners.
