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Macroenvironment
Economic Stage of development (GDP), growth, stability, inflation, currency fluctuations, income distribution, savings, debt etc Inter-state politics (EU), stability, internal and external conflict, corruption, military role in politics, religious tensions, government agencies, legislation, taxation etc Affect consumer and organisational spending ability and patterns Affect business capability Affect consumer attitudes and knowledge Affect business activities
Political/Legal
Affect consumer values and what they will buy Affect business practices and marketing strategies
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Macroenvironment
Demographic Population changes - age, gender balance, race, location, education, occupation etc Cost and availability of raw materials, increased pollution, conservation and sustainable development etc Pace of technological change, creation of new technologies etc Affect demand for products and services
Natural
Technological
Affect consumer behaviour and lifestyles Affect product life cycles Create opportunities and problems for business
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Porters 5 Forces
Threat of Potential New Entrants
Internal Rivalry
Threat of Substitutes
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What is a Marketing Information System (MIS)? A marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
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Network externally Utilize a customer advisory panel Utilize government data resources Purchase information
Collect customer feedback online
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Segments
Marketing Databases How much? When? To whom?
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Research Approaches
Observation Ethnographic Focus Group Conjoint Test Marketing Behavioral Data and Experimentation
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