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1. Direct competitors: competitors most closely matching a business's product offering
2. Substitutes: competitors whose products satisfy the same need, but in varying ways
3. New entrants: competitors who might emerge when barriers to entry in the industry are lowered
4. Suppliers: business partners, such as materials producers, motivated to charge the highest price to the company to maximize profit
5. Buyers: business partners, such as retailers, motivated to pay the least for products purchased from the company, once again, to maximize profit

1. Federal legislation
The Competition Bureau, an independent agency of Industry Canada, administers federal legislation affecting business conduct in Canada, covering areas such as bankruptcy, trade practices, competition, credit, labeling, copyrights, and trademarks. (Competition Bureau the federal department charged with administering most marketplace laws)
2. Provincial and terriers legislation
Canada's constitution divides legal jurisdictions between provincial and federal governments, allowing each level to legislate in their respective areas. For instance, Québec's Bill 101 restricts English language use in advertising, Alberta permits recreational cannabis sales, Ontario has provincially run stores, and airlines are federally regulated. Marketing managers must understand these differences and federal legislation affecting their industries.
3. Self regulated
programs voluntarily adopted by business groups to regulate the activities of their members

1. Competition Act: promotes efficiency and adaptability of the Canadian economy
2. Consumer Packaging and Labelling Act: Requires prepackaged consumer products to bear accurate and meaningful labelling information to help consumers make informed purchasing decisions.
3. trade marks act: Regulates and protects trade names and trademarks.
4. Textile Labelling Act: Requires that textile articles bear accurate and meaningful labelling information to
help consumers make informed purchasing decisions.
5. health canada food and Drug Act: Establishes standards for the safety and nutritional quality of all foods sold in Canada.
6. Motor Vehicle Safety Act: Regulates the safety standards for the manufacture and importation of motor
vehicles.
7. personal information protection: encourages and facilitates the use of electronic means for communication and transaction recording, while safeguarding personal data that is gathered, utilized, or revealed under specific conditions.
8. Privacy Act: Governs the personal information handling practices of the federal government
institutions.

is marketing managers must prioritize consumer privacy due to the vast amount of data collected and stored through cloud technology. Businesses must justify their information usage, security, and sale. Governments are increasingly developing privacy legislation due to consumer pressure and increasing interest in privacy.

1. consumer incomes ((As disposable (or after-tax) incomes rise, more families and individuals can afford the "good life." The median total family income in Canada was $92 700.5 That means half of all Canadian households earned less than and the other half earned more than that amount.) 2. Purchasing power (a comparison of income versus the relative cost of a set standard of goods and services in different geographic areas) - discretionary income: the amount of money people have to spend on nonessential items 3. Inflation (a measure of the decrease in the value of money, expressed as the percentage reduction in value since the previous year) ‘Shrinkflation’ 4. Recession (a period of economic activity characterized by negative growth, which reduces demand for goods and services) GDP falls for two consecutive quarters! - Time value of money: cost of milk today vs the milk cost in 20 years (in 20 years, 1 dollar will buy you less) invest money! 5. Environmental factors (non-controllable factors caused by natural disasters, which negatively or positively affect organizations) 6. Social factors: Marketing-oriented values (a value is a strongly held and enduring belief. Growth of component lifestyle (mode of living that involves choosing goods and services that meet one's diverse needs and interests rather than conforming to a single, traditional lifestyle- family lives)

Gen z (1995-2009)
- increased the cellphone market

Gen y (1979-2000)
​​- Demographic patterns and economic realities make it still commonplace to find baby boomers and Gen-Ys doing essentially the same job in the same company.
Gen-Ys pursue balance in life, often integrating their children into activities that cultivate this value.

Gen x (1966-78)
- Canada's economy volatility since 2008 and recession-related lost retirement savings have forced many baby boomers to stay in their careers, with COVID-19 impacting the youngest workforce in 2020.

Baby boomers- mass market (1947-65)
- The global "baby-boom bust" is predicted due to the large cohort's workforce exit and increased health reliance, but a CBC report suggests that with proper planning, benefits will be provided to this older generation.

Canada is a large country with a relatively small population that was, historically, spread out between rural and urban areas. Since the mid-1970s, however, the population has shifted out of rural areas so that now over 82 percent of Canadians are considered to be urban dwellers.

The immigrant rate is higher than the Canadian birth rate

Multiculturalism refers to the peaceful and equitable coexistence of different cultures, rather than one national culture, in a country. More than 200 different languages are spoken in Canada and the trend in Canada is toward greater multiculturalism.

1. research
basic research: pure research that aims to confirm an existing theory or to learn more about a concept or phenomenon
applied research: an attempt by marketers to use research to develop new or improved products

2. Technology and future of business
Of all the external environmental forces, technology is the fastest changing with, perhaps, the most significant impact on businesses. (AI, telecomputing, CRM)

ethical development:
1. Preconvention morality
2. conventional mortality
3. post-conventional mortality

corporate social responsibility: a business's concern for society's welfare

diagram (arrow- bottom to top)
- social needs
- fuelled competition to serve needs
- driving tech innovation
- creating economic peaks and valleys
- requiring regulations


social acceleration: the concept of exponentially rapid growth starting with the human desire for improved products, spurring competitive pursuit of market share, driving innovation and technology, and resulting in a higher standard of living but with new socio-environmental problems
- The integrated forces of the CREST environment have ultimately resulted in a very high standard of living in environmental sustainability.

pyramid of corporate social responsibility: a model that suggests corporate social responsibility is composed of economic, legal, ethical, and philanthropic responsibilities and that the company's economic performance supports the entire structure

1. Philanthropic responsibilities:
Be a good corporate citizen. Contribute resources to the community; improve the quality of life.
2. Elthical responsibilities:
Do what is right, just, and fair. Avoid harm
3. Legal responsibilities:
Obey the law. Law is society's codification of right and wrong. Play by the rules of the game.
4. Economic responsibilities:
Be profitable. Profit is the foundation on which all other responsibilities rest.

a business philosophy seen as the pursuit of profit while also benefiting society and the environment

the development and marketing of products designed to minimise negative effects on the physical environment

Growth of social responsibility (A 2015 Harvard Business Review study revealed diverse definitions and implementation levels of corporate social responsibility (CSR) among 142 Harvard Business School executives over four years.)

ethics: the moral principles or values that generally govern the conduct of an individual or a group

morals: the rules people develop as a result of cultural values and norms

ie. Clorox's Canadian office is leading the way in sustainability by diverting from landfill more than 90 percent of the company's waste and improving the manufacturing process for greater sustainability.

Code of ethics: A guideline to help marketing managers and others make better decisions

decision making: Extent of ethical problems within the organization, Top-management actions on ethics, Social consensus, etc

ethical guidelines: (code of ethics is a guideline to help marketing managers and other employees make better decisions)
- Advantage: A code of ethics helps employees identify acceptable business practices, acts as an internal control, and facilitates discussion among employees, leading to better decisions and avoiding confusion about ethical behavior.
- Businesses must be careful, however, not to make their code of ethics too vague or too detailed.

- Understanding the external environment is crucial for marketing managers and businesses to plan strategically. However, the environment is unpredictable and unpredictable, making it difficult for marketers to react quickly to changes.
- Positive changes can be opportunities for growth, but paying attention requires a structured process that involves the marketing team, senior executives, and customers.

C: competitive
R: regulatory
E: economic
S: Social
T; technology
The CREST model, which categorises external forces into competitive, regulatory, economic, social, and technological categories, helps businesses understand and manage these forces. Social concerns, such as animal welfare and livestock production, can trigger domino effects of new entrants, regulations, industries, and technology


Target market is a group of people or organisations for which an organisation designs, implements, and maintains a marketing mix intended to meet the needs of that group.