MKT 100 Lecture Notes - Lecture 2: Windex, Baby Boomers, Corporate Social Responsibility

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Hamed Mehrabi

Document Summary

Anything that is outside the control of the company. Marketing is based on the strategies that solve the changes in the environment. After the release of iphone, blackberry"s market share increased. However, it failed to adapt to the changes in the environment and the market share decreased as well as loss. Competitive environment: porter"s five forces model: buyers, suppliers, new entrants: Compared to the pharmaceutical industry, food industry does not need as much research to start the business: substitute, direct: The number of competitors in the industry determines the competition. Product level: coffee vs. tea vs. soft drinks vs. water. From marketers of all products and services competing for the same consumer dollar. Identify and analyze direct and indirect competitors, competitors. Competitive intelligence (ci) used to collect and synthesize info. Surveying customers can give people primary information in the. Through social media portals that can easily give access to customer"s feedback on.