Term
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Definition
| collecting information about forces in the marketing environment |
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Term
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Definition
| assessing/interpreting information gathered through scanning |
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Term
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Definition
| they market substitute products in same geographic area |
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Term
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Definition
| compete in same product class, but market products with different features, benefits, and prices |
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Term
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Definition
| inclination to buy a product because of expected benefit |
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Term
| corporate social responsibility |
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Definition
philanthropic - good corp citizen
ethical
legal - obey the law
economic - be profitable |
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Term
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Definition
| when a firm links its product to a social cause |
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Term
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Definition
| the use of core competency and resources to achieve organizational and social benefits |
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Term
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Definition
| efforts to protect consumers' rights |
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