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Analyzing the Market and Managing the Market
Objectives Chapter 3
Describe the environmental forces that affect the company’s ability to serve its customers
Explain how changes in the demographic and economic environments affect marketing decisions.
Identify the major trends in the firm’s natural and technological environments
Explain the key changes in the political and cultural environments
Discuss how companies can react to the marketing environment
Actors in the microenvironment
Demographic Environment
Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. The demographic environment is of major interest to marketers because it involves people, and people make up markets.
Forces in Company’s Macroenvironment
Chapter 4 Objectives
Explain the importance of information in gaining insights about the marketplace and customers.
Define the marketing information system and discuss its parts
Outline the steps in the marketing research process
Explain how companies analyze and use marketing information.
Discuss the special issues some marketing researchers face, including public policy and ethics issues.
Marketing Information Systems MIS
Ethnographic Research
Ethnographers are looking for “consumer truth.” In surveys and interviews, customers may state (and fully believe) certain preferences and behaviors, when the reality is
actually quite different. Ethnography provides an insider’s tour of the customer’s world, helping marketers get at what consumers really do rather than what they say they do.
More Research
Survey researchExperimental Research
More research
Online Marketing ResearchOnline focus groupsSampling Plan
Sample types
Analyzing and Using MarketingInformation
Customer Relationship Management Distributing and Using Marketing
Information Marketing Research in Small
Businesses and Nonprofit Organizations
International Market Research
International researchers deal with diverse markets in many different countries. These markets often vary greatly in their levels of economic development, cultures and customs, and buying patterns.
Public Policy and Ethics in Marketing Research
Intrusions on Consumer Privacy
Misuse of Research Findings
Consumer Markets and Buyer Behavior
Apple Case Study
Model of Consumer Behavior Characteristics Affecting Consumer
Behavior Types of Buying Decision Behavior The Buyer Decision Process The Buyer Decision Process for New
Products
Model of consumer behavior
Cultural Factors
Major American Social Classes
Major American Social Classes
Maslow
Consumers