12 Jun =DISCUSS THE IMPACTS OF THE GLOBAL BUSINESS ENVIRONMENT IN TERMS OF CULTURAL, TECHNOLOGICAL, ECONOMIC, AND POLITICAL FACTORS THAT MAY EITHER CREATE OPPORTUNITIES OR THREATS FOR MARKETERS.
discuss the impacts of the global business environment in terms of cultural, technological, economic, and political factors that may either create opportunities or threats for marketers.
White, S. (2012). Principles of marketing [Electronic version]. Retrieved from https://ashford.content.edu
Chapter 7: Target Markets
In this chapter, we will discuss consumer buying behavior and its various influences. Key concepts:
Sociocultural influences
Segmentation, Targeting, and Positioning (STP)
Customer Relationship Management (CRM)
References group
Maslow’s hierarchy of needs
In the targeting case study, RC Willey Home Furnishing, you will learn how this company used leading-edge analytics such as data-driven marketing and trigger marketing in order to maximize marketing efficiency.
Chapter 8: In the Environment: Actors and Forces
In this chapter, we will discuss the impacts of the global business environment in terms of cultural, technological, economic, and political factors that may either create opportunities or threats for marketers. Key concepts:
Sociological and cultural influences
Media convergence
Growth in emerging nations
Generational cohorts
Sustainability
Retail ethnography
In the marketing environment case study, we’ll explore how a small Italian accordion manufacturer has survived despite the decline in the instrument’s popularity since its 1940s heyday. The secret lies in the ability to understand the impact of sociological, cultural, political, and legal factors and make the necessary adjustments in marketing approach..
Multimedia
Former CEO, Angela Ahrendts, on the repositioning and revitalization of the Burberry brand.
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