MKT 100 Lecture Notes - Lecture 3: Second Cup, Competitive Intelligence, Starbucks
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MKT 100 Full Course Notes
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Top management set the missions and objectives for the company. Research and development responsible for designing safe and attractive products. Finance finds funds to carry out marketing plan. Purchasing gets the supplies and material. Human resources affects the services and has a big impact on the company. Accounting measures success relative to objective. Marketing creates value for the firm and customers. Starbucks vs. second cup: product level. Tea: from marketers of all products and services competing for the same consumer dollar. Competitive intelligence used to collect and synthesize information. Suppliers, resellers, distribution firm, marketing service agencies, and financial intermediaries. Consumers who appreciate the efforts of companies to supply them with environmentally friendly products. Loss of privacy, identify theft, do not call or e-email. Provides an easily understood snapshot of the typical consumer in a specific target markets. Gen x 1966 and purchase based on trust. Baby boomers born after wwii and typically like to keep their appearance.
