BU352 Lecture Notes - Lecture 4: Consumerism, Swot Analysis, Corporate Social Responsibility
Document Summary
Outline how the factors in a firm"s microenvironment influence its marketing strategy. Identify factors in a firm"s macroenvironment and explain how they influence overall marketing strategy. Identify important social and natural trend that impact marketing decisions. Chapter 4 lecture 4: describe steps in the consumer buying decision process. Identify what determines how much time consumers spend searching for information before buying a product or service: summarize how psychological, social, and situational factors influence buying decisions, explain how involvement influences the consumer buying decision process. Identify why marketers should be concerned about ethics: scenario 4 the alcohol thing, marketers are typically associated with being the root of bad ethics so they should be concerned. Identify issues: misleading with results, hiding real purpose of studies, data collection methods, gather information and identify stakeholders. Identify legal and ethical issues: brainstorm and evaluate alternatives, make responses anonymous.
