MKTG 3104 Chapter Notes - Chapter 5: Gorilla Glass, Baby Boomers, Generation Z
Document Summary
Consumer is the center of all marketing effots. Entire firm must consider the entire business process from the customer"s point of view. First factor that affects the consumer is the firm itself. Corning is one of the leading producers of durable, scratch resistant glass on the faces of smartphones and tablets gorilla glass. Parties that work with the focal firm are its corporate partners. Example: nau creating sustainable jackets and going green . Macroenvironmental factors = aspects of the external environment that affect a company"s business, such as (1) culture = the set of values, guiding beliefs, understandings, and ways of doing things shared by members of a society. Exists on 2 levels: visible artifacts and underlying values. Country culture = entails easy-to-spot visible nuances that are particular to a country, such as dress, symbols, ceremonies, language, colors, and good preferences, and subtler aspects, which are trickier to identify.
