MKT-3010 Lecture Notes - Lecture 5: Competitive Intelligence, Human Resources, Variety Store
13 Mar 2018
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Chapter 5 : analyzing the marketing environment: the immediate environment, company capabilities. Internal resources: tangible resources, financial, physical, or technological. Intangible resources: brand reputation, culture, intellectual property (recipe, trademark), goodwill, human resources, skills and incentives to perform, global resources, international labor, offices, & distribution, competitors. Identify competitors: direct, companies who offer very similar products (coke & pepsi, Southwest & delta, atlanta braves & atlanta falcons) Indirect: companies who offer alternatives, southwest & rental cars & amtrak, atlanta braves & movie theaters, competitive intelligence, gaining info on competition and analyzing them in a legal. Hurricane katrina, 9/11: people have similar purchases, what does the way they grew up and how does that show what they need, updates on old things to appeal to newer generation. Improves value of products/ services which in turn increase quality of life: new products, new forms of communication, new retail channels, economic situation (big deal, affects how consumers buy, affects how money is spent, examples:
