SMG MK 323 Lecture Notes - Habitat, The Immediate, Baby Boomers
Document Summary
Centerpiece of the marketing environment are consumers who are directly influenced by the immediate actions of the company, company competitors, and corporate partners that work with the firms to make and supply products to consumers. The firm and consumers are influenced by the macro environment which include culture, demographics, technology, social, economic, political, legal factors. The first factor that affects the consumer itself is the firm. Focus is on satisfying customer needs that match their core competencies. Ex: corning = glass manufacturing firm who shifted focus towards mobile devices when the marketplace trends changed. Critical that marketers understand firm"s competitors, their strengths, weaknesses, and likely reactions to the marketing activities that their own firm undertakes. Each company touts its benefits over its competitors because the ultimate goal is to appeal to their customers. Ex: automobile manufacturers collaborate with suppliers of sheet metal, tire manufacturers, component part makers, unions, transport companies, and dealerships to produce and market their automobiles successfully.
