MK 201 Chapter Notes - Chapter 3: Sherman Antitrust Act, Robinson–Patman Act, Baby Boomers
17 Oct 2016
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Document Summary
Understanding the marketing environment, ethical behavior, and social responsibility. Environmental scanning the process of acquiring information on events outside the organization to identify and interpret potential trends. Key trends impact media also, affect technology. Social forces the demographic characteristics and the culture of the population. Demographics description of a population according to characteristics such as age, gender, ethnicity, income, and occupation. 3 key demographics: population profile, generational cohorts, baby boomers(population explosion) the generation of children born between. 1946 & 1964: generation x (baby bust) the generation of people born between 1965 and. 1976: generation y (millennials) the 72 million americans born between 1977 & 1994, racial and ethnic diversity, multicultural marketing marketing program that reflect unique aspect of different races. Culture the set of values, ideas, and attitudes that is learned and shared among the members of a group. Important to focus on: tradition, rank and status, group welfare, acceptance of birthright.
