MKT 100 Lecture Notes - Lecture 3: Competitive Intelligence

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Anthony Bonato

Document Summary

The marketing environment: includes the actors and forces outside marketing that affect marketing managements ability to build and maintain successful relationships with target customers. Competitive intelligence (ci) used to collect and synthesize info. Culture: the shared meanings, beliefs, morals, values, and customs of a group of people. Country culture: entails easy to spot visible nuances that are particular to a country(i. e dress, symbols, ceremonies, language, colours, and food preferences) Demographics: provides an easily understood snapshot of the typical consumer in a specific target market.