analyzing the market and managing the market

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