ADM 2320 Chapter Notes - Chapter 3: Green Marketing, False Advertising, Habitat
20 Dec 2016
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L01 outline how the factors in a rm"s microenvironment in uence its marketing strategy. Identify the factors in a rm"s microenvironment and explain how they in uence overall marketing strategy. Identify important social and natural trends that impact marketing decisions. Macro environments are sources of opportunities and threats and need to be managed by the rm. Companies analyze their marketing environment using the above framework. Successful marking rms focus their efforts on satisfying customer needs that match their core competencies; may include knowledge, facilities, patents, technology, people, etc. Greater competition may mean more choices for consumers, which in uences their buying decisions. Firms use competitive intelligence (ci) to collect and synthesize information about their position with respect to their rivals, enabling companies to anticipate changes in the marketplace rather than merely react to them. Few rms operate in isolation, and many are part of alliances; they collaborate with suppliers, manufacturers, unions, retailers, etc. to produce and market their products.
