BU352 Chapter Notes - Chapter 3: Exchange Rate, Green Marketing, Handsfree
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Company capabilities (cid:120) factors affecti(cid:374)g co(cid:374)su(cid:373)ers" (cid:373)icroe(cid:374)viro(cid:374)(cid:373)e(cid:374)t: company capabilities, competition, corp. partners. In the firm"s microenvironment, the first factor that affects the consumer is the firm itself. Ci enables companies to anticipate changes in the marketplace rather than merely react to them. (cid:198) existing ci activities are fairly limited in practice, and require more resource/attention in the future. Interviewing customers, suppliers, partners, or former employees: analyzing a rival"s marketing tactics, distribution practices, pricing, and hiring needs. 1 | n a t a s h a p a r k. They work with the firm to create a single, efficient manufacturing system. Macroenvironmental factors (cid:120) marketers must also understand macroenvironmental factors: aspects of the external environment culture, demographics, social trends, technological advances, economic situation, and political/legal environment (cdstep) that affect companies. C culture*** (cid:120) culture: shared meanings, beliefs, morals, values, & customs of a group of people. Spread by words, literature, institutions, culture gets passed down to generations.
