BU352 Lecture Notes - Lecture 3: Stock Market, Sildenafil, Millennials
Document Summary
Bu 352: one of the goals of value-based marketing is to provide greater value to consumers than competitors offer, this requires that marketers look at the entire business process from a consumer"s point of view. Reviewing public materials (websites, journals, annual reports) Analyzing rival"s marketing tactics, pricing, hiring needs. Macro-environmental factors: in addition to understanding the micro-environmental factors, marketers must also understand the macro-environmental factors, aspects of the external environment that affect companies (cdstep) Culture - c: broadly defined as the shared meanings, beliefs, morals, values and customs of a group of people, culture is passed down from generation to generation. Country culture: visible nuances that are particular to a certain country, dress, symbols, language, colours, food preferences. Regional subcultures: the region in which people live in a country affects them, in bc, people call it pop, in quebec, it"s called a soft drink.
