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14 Cards in this Set

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  • Back
environmental scanning
the process of continually acquiring info on eventws occurring outside the organization to identify and interpret potential trends
five environmental forces and info on forces
1) social-demographics
2)economic-gross income, discretionary income, disposable income
3) technological-e-business, intranet, impact of tech on customer value
4)competitive-pure comp, monopolistic,oligopoly, pur monopoly
5) regulatory-sherman act, clayton act
generation cohorts
baby boomers
gen x and y
multicultural marketing
combination of the marketing mmix that reflect the unique attitudes, ancestry, communication preferences, and lifestyles of different races
Types of competition
basis of comparison
pure competition
monopolistic, oligopoly, monopoly
types of income
gross: before taxes
disposable: necessities
Discretionary: luxury
willingness to spend
forces of competition
(components of competition)
Entry
power of buyers and suppliers
existing competitors and substitutes
Value Consciousness
the concern for obtaining the best qualiity, features, and performance of a product or service for a given price
tying arrangements
whereby a seller requires the purchaser of one product to also buy another item in the line
sherman antitrust act
1) forbids contracts, combosd, or conspiracies in restrain to trade
2) actual monopolies or attempts to monopolize any part of trade or commerce
lanham act
provides for registration of a company's trademarks
corrective advertising
FTC can require a company to spend money on advertising to correct previous misleading acts
cease and desist order
the FTC orders a company to stop practices it considers unfair
self regulation
where an industry attempts to police itself