Marketers must consider the entire business process from the POV of the ...
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consumer
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A firm's macroenvironment includes all of the following except...
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Competition. (includes culture, demographics, economics, and political/legal issues)
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The creation of CVS health's mobile apps in connection with its onsite minuteclinics is a response to a ....... trend that surrounds health and wellness concerns.
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Social
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In the immediate marketing environment, the 1st factor that affects the consumer is...
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The firm itself
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In New England, foot-long sandwiches are called grinders, while in many other parts of the country they are called subs. This is an example of the impact of ...
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Regional culture
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ABC Company knew that its customers were interested in environmentally friendly business practices, so it began marking all of its products as environmentally friendly because they were made with all natural ingredients, even though ABC's plant was one of the worst polluters in town. The new term for this practice is ...
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Green washing- disingenuously marketing products as environmentally friendly when they are not.
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If McDonald's wanted to change its marketing strategy in response to the social trends outlined in the text, it might consider all of the following ideas EXCEPT
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Creating an advertising campaign targeting elementary school kids
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How have privacy concerns become a current social issue? What technological invention has promoted the rise in concern over privacy?
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The advent of the interned created an explosion of accessibility to consumer info. The invention of cookies on your browsers.
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Who is always the centerpiece of what affects the marketing environment?
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Consumers
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What is included in the immediate environment?
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Company capabilities, competitors, and corporate partners.
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What are company capabilities?
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its factor that affects the consumer is the firm itself, companies focus on consumer needs, analyze their external environment to categorize opportunities.
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What are competitors?
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Firms must understand their competitors SWOT as well as what they're doing that is working well and not so well.
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What are corporate partners?
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Needed to run, few firms can run in isolation, must have partners to supply parts.
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What makes up the macroenvironment?
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culture, demographics, social trends, economic situation, and political/regulatory environment. CDSTEP
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What is culture?
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shared meanings, beliefs, morals, values, and customs of a group of people.
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What is country culture?
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entails easy-to-spot visible nuances that are particular to a country, such as dress, symbols, ceremonies, language, colors, and food preferences, and subtler aspects, which are trickier to identify
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What is regional culture?
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the influence of the area within a country in which people live
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What are demographics?
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identify the characteristics of human populations and segments, especially used to identify consumer markets.
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What are generational cohorts?
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a group of people o the same generation.
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What does income have to do with it?
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Marketers target specific income levels that meets their products uses.
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What does education have to do with it?
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for some products, marketers can combine education level with occupation and income to get pretty accurate predictions of purchase behavior.
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What about gender?
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Many companies are trying to make their stores appear to both genders rather than just 1. Home deopt has the kitchen section for women.
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What about ethnicity?
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Marketers can predict buying habits of different ethnicity and attempt to market to them.
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What are social trends?
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Some social trends shape consumer values and place greater emphasis on some things making consumers want that.
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What are some health and wellness concerns?
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New advertising guidelines saying to market to the right environment and correct people. ex- market proportion sizes, and not e-cigs to kids.
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What is green marketing?
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involves a strategic effort by firms to supply customers with environmentally friendly merchandise
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What are some privacy concerns?
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With the internet, everyone's information is readily available, feel like we have a loss of privacy.
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What are some technology advances?
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LTE available everywhere, mobile hotspots, ppl are dependent on on technology now that it's so readily available.
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Economic situations-
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Affects the way consumers buy merchendise and spend money, both in marketers home country and abroad
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Political/regulatory environment
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comprises political parties, government organizations, and legislation and laws
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How do markets respond to the environment?
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they must take everything into account and make adjustments based on the results.
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