BU352 Chapter Notes - Chapter 3: Computer Data Storage, Sare, Savings Account
Document Summary
Analyzing the marketing environment helps marketers assess continued strengths and value of their products/services and any weaknesses resulting from changes in the marketing environment. Consumers are influenced by firm"s microenvironment: immediate actions of the focal company, competition, and the corporate partners that work with the firm to supply products/services. The firm, and thus consumers indirectly, is influenced by the macroenvironment: influences such as culture and demographics, as well as social, technological, economic, and political/legal factors. One of the goals of value-based marketing is to provide greater value to consumers than competitors offer you must look at entire business process from a consumer"s point of view. Monitor macroenvironment to determine how factors influence consumers and how they should respond to them. Company capabilities factors affecting consumers" microenvironment: company capabilities, competition, corp. partners. In the firm"s microenvironment, the first factor that affects the consumer is the firm itself. Successful marketing firms focus on satisfying customer needs that match their core competencies.
