BUSI 2204 Lecture Notes - Lecture 2: Marketing Mix, Social Change, Baby Boomers
14 Dec 2017
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Document Summary
Defined groups of potential customers that managers feel is most likely to buy a firms product. Managers can constantly reshape the marketing mix to influence the target market. When a company implements strategies that attempt to shape the external environment within which it operates. Marketing managers are basically adaptors rather than agents of change. Social change is one of the most difficult external variables for marketing managers to forecast, influence, or integrate into marketing plans. Strongly held and enduring belief, formed through interactions with family, friends, etc. Environment and atmosphere change can also be a contributor. Therefore; canadians are trustworthy, family-oriented, conservative, increasingly eco-conscious. Customer quality rankings: reliability, durability, easy maintenance, ease of use, a trusted brand name, low price. Mode of living that involves choosing goods/services that meet one"s diverse needs and interests rather than conforming to a single traditional lifestyle.
