BU352 Chapter Notes - Chapter 3: Upper Class, Green Marketing, Baby Boomers
Document Summary
The company: focus marketing efforts on satisfying customer needs and match marketing with the firm"s core competencies. Competition: 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. Corporate partners: companies can work closely with their partners to innovate. Macroeconomic factors: aspects of the external environment that affect companies (cpstep) Tweens: ages 9-12; great presence in cell phone market; spend. $ on food and drinks, electronics, and clothing. Generation y: ages 13-32; large cohort, more skeptical about what they hear in the media; healthy food options, tech savvy. Generation x: ages 36-47; have more spending power because they generally wait longer to get married and buy houses; demand convenience when shopping , not interested in status products. Baby boomers: born after wwii, ages 48-66; largest cohort of.
