BU352 Chapter Notes - Chapter 3: Yer, Bid Rigging, Bors
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Companies analyze their marketing environment using a framework. At the heart of the a(cid:374)alysis is the (cid:272)o(cid:374)su(cid:373)er, (cid:373)ay (cid:271)e i(cid:374)flue(cid:374)(cid:272)ed dire(cid:272)tly (cid:271)y the fir(cid:373)"s (cid:373)i(cid:272)roe(cid:374)(cid:448)iro(cid:374)(cid:373)e(cid:374)t, (cid:272)o(cid:373)pa(cid:374)y"s (cid:272)o(cid:373)petitio(cid:374) a(cid:374)d corporate partners working with the firm. Greater competition means more choices for consumers which influences buyer decisions. Criti(cid:272)al (cid:373)arketers u(cid:374)dersta(cid:374)d their fir(cid:373)"s (cid:272)o(cid:373)petitors i(cid:374)(cid:272)ludi(cid:374)g their stre(cid:374)gths, (cid:449)eaknesses, and likely reactions to the marketing activities their firm undertakes. Collect and synthesize information about their position with respect to their rivals. Enables companies to anticipate changes in the marketplace rather than merely react to them. Certain uses of ci have come under ethical and legal scrutiny (ex. Parties that work with the focal firm are its corporate partners (ex. Automobile manufacturers collaborating with suppliers of sheet metal, tire manufacturers etc. ) The shared meanings, beliefs, morals, values, and customs of a group of people. The challenge for marketers is to have products or services identifiable by and relevant to a particular group of people.
