BU352 Chapter Notes - Chapter 3: Baby Boomers, Competitive Intelligence
Document Summary
Competitive intelligence (ci): 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. Macroenvironmental factors: aspects of the external environment culture, demographics, social trends, technological advances, economic situation, and political/legal environment (cdstep) that affect companies. Culture: the shared meanings, beliefs, morals, values, and customs of a group of people. Country"s culture: 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. Demographics: characteristics of human populations and segments especially those used to identify consumer markets, such as age, gender, income, race, ethnicity, and education. Technological advances: technological changes that have contributed to the improvement of the value of both products and services in the past few decades.
