ADM 2320 Lecture Notes - Lecture 3: Competitive Intelligence, Digital Electronics, Media Consumption
9 Dec 2017
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CHAPTER 3
A Marketing Environment Analysis Framework
• One of the goals of value-based marketing is to provide greater value to
consumers than competitors offer.
Microenvironment Factors
Company Capabilities
• Successful marketing firms focus their efforts on satisfying customer needs that
match their core competencies.
Competition
• It is critical that marketers understand their firm's competitors, including their
strengths, weaknesses, and likely reactions to the marketing activities their own
firm undertakes.
• Competitive Intelligence (CI) is used by firms to 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.
• CI enables companies to anticipate
changes in the marketplace rather than
merely react to them
Corporate Partners
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Macroenvironmental Factors
• Macroenvironmental factors are aspects of the external environment—culture,
demographics, social trends, technological advances, economic situation, and
political/legal environment (CDSTEP)—that affect companies.
Culture
• Culture is 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.
• Two dimensions of culture that marketers must take into account as they develop
their marketing strategies are the culture of the country and that of a region within
a country.
o Country Culture
▪ Country culture entails easy-to-spot visible nuances that are
particular to a country, such as dress, symbols, ceremonies,
language, colours, and food preferences, and more subtle aspects,
which are trickier to identify.
o Regional Subcultures
▪ The region in which people live in a particular country affects the
way they react to different cultural rituals, or even how they refer
to a particular product category.
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find more resources at oneclass.com
Document Summary
A marketing environment analysis framework: one of the goals of value-based marketing is to provide greater value to consumers than competitors offer. Company capabilities: successful marketing firms focus their efforts on satisfying customer needs that match their core competencies. Macroenvironmental factors: macroenvironmental factors are aspects of the external environment culture, demographics, social trends, technological advances, economic situation, and political/legal environment (cdstep) that affect companies. The advertised food items also must provide basic nutrients, have less than 30 percent of their total calories from fat, and include no added sweeteners. The advertising also cannot be aired during children"s programming, and companies cannot link unhealthy foods with cartoon and celebrity figures: privacy concerns, more and more consumers worldwide sense a loss of privacy. Inflation refers to the persistent increase in the prices of goods and services: foreign currency fluctuations are changes in the value of a country"s currency relative to the currency of another country; can influence consumer spending.
