MKT 100 Chapter Notes - Chapter 3: Society 1, Handsfree, Swot Analysis

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

Microenvironmental factors core competency = saisfy customer needs knowledge, faciliies, patents, technology, people, etc. Applied to target markets, products, etc. Company capabiliies: marketers can use an s of the external environment (ie swot) to categorize an opportunity as either atracive or not, if it is to assess it relaive to the irm"s exising competencies. Compeitors: idenify and analyze direct and indirect compeitors know strengths and weaknesses compeiive intelligence (ci) Compeiive intelligence (ci) is used to collect and synthesize informaion about their posiion with respect to their rivals. Corporate partners paries that work with the focal irm are its corporate partners irms are part of alliances barely any work in isolaion align with suppliers, corporate partners, and other network players. Macroenvironmental factors that operate in the external environment, namely, the culture, demographics, social/natural trends, technological advances, economic situaion, and poliical/legal environment, or cdstep. Culture is the shared meanings, beliefs, morals, values, and customers of a group of people.