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行銷 | mktg > Ch.2 Ext. Environment > Flashcards

Ch.2 Ext. Environment Flashcards

1
Q

Group of potential Cx that
company offers greatest value to

A

Target Market

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2
Q

Business collect ext. environment / involve customers in info-gathering, may affect org. future or mktg plan

A

Environmental Scanning

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3
Q

5 External Environment Forces
&
Key External Force

A

The CREST model

  1. Competitive
  2. Regulatory
  3. Economic
  4. Social
  5. Tech

originate from Social

Key Ext. Force
= Evolution of
Target Market

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4
Q

5 Factors of Competitive Ext. Env. Force

A
  1. Direct Competitors
  2. Substitutes
  3. New Entrants
  4. Suppliers
  5. Buyers
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5
Q

How to mitigate impact of
Regulatory factors

A

Sensing trend proactively /
Understand Law /
Tracking & Predicting Law

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6
Q

4 Factors of Economic Ext. Env. Force

A
  1. Consumer Income
  2. Purchasing Power
    = Income - Cost of Living
  3. Inflation
  4. Recession
    Periodic economic activity of negative growth
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7
Q

Primary determinant for earning potential

A

Education

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8
Q

Confusing variable for marketers to reach consumer

A

Digital Footprint
via Social Media

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9
Q

Purchasing Power =

Discretionary Income =

A

PP = Income - Cost of Living
購買力
DI = Income > Cost of Living
可支配收入

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10
Q

4 Factors of Social Ext. Env. Force

A
  1. Demographics
    Generations/Population Shifts/Ethnic & cultural diveristy
  2. Values
  3. Lifestyles
  4. Needs being Demanded
    e.g. change of family makeup
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11
Q

5 Trends of Technology Ext. Env. Force

A
  1. IoT
    RFID/mobile card reader
  2. AI
    apply knowledge to practical solution
  3. Telecommuting
    virtual communication streamlines operation
  4. CRM
    tracking/retention customers
  5. Voice search
    smart speaker

Tech is both Ext. Env. factor & Internal Strength

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12
Q

4 Components of
CSR

A
  1. Economic
    foundation
  2. Legal
    obay the law
  3. Ethical
    right/just/fair
  4. Philanthropic
    good corporate citizen

1low ←→ 4high
PELE
corporate social responsibility

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13
Q

3 Levels of
Ethical Development

A
  1. Preconventional Morality
  2. Conventional Morality
  3. Postconventional Morality
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14
Q

7 Influencing Factors of
Ethical Decision Making

A
  1. Extent of ethical problems within org.
  2. Top-mngt actions
  3. Potential magnitude of consequences
  4. Social concensus
  5. Probability of harmful outcome
  6. Length of Time btw Decision & Onset of consequences
  7. Number of ppl affected
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15
Q

PIPEDA & CASL are legislated to protect

A

Consumer Privacy

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16
Q

Advantages of
Code of Ethics
in business

A
  1. Employees better identify what’s acceptable
  2. Better internal control on behaviour than external e.g. gov regulation
  3. Employees avoid confusion making ethical decisions
  4. Formulating code of ethics facilitates employees discussion
17
Q

___ aims to confirm existing theory or learn more about concept/phenomenon & attempts to expand the frontiers of knowledge but not specific/pragmatic problem

A

Basic Research

18
Q

___ attempts to develop new/improved products

A

Applied Research

19
Q

The development & mktg of products designed to minimize negative effects on physical environment

A

Green Marketing

20
Q

Standard of behaviour
vs
Socializing force that dictates right & wrong

A

Ethics
vs
Morals

行銷 | mktg (11 decks)

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