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Primary Sources
Interviews
Surveys
Observations
Focus Groups
Online Surveys
QuestionnairesCustomer comments
Letters from customers
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Secondary Sources
Government publications
Statistical Abstract of the USA
Survey of Current Businesses
Census of Retail Trade
Census of Transportation
Annual Survey of ManufacturersCommercial Publications
ACNielson Company studies on retailing and media
Marketing Research Corp. of America studies on consumer purchases
Selling Areas - Marketing Inc. reports on food services
Magazines/Newspapers
Economist
BusinessWeek
Fortune
Harvard Business Review
Journal of MarketingTrade Magazines such as National Fisherman or Coinslot
The Wall Street Journal
Internal Sources
Company records - Transactional Data
Balance Sheet
Income Statement
Prior Research Reports
General Sources
Commercial data bases
Google
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http://www.nationalfisherman.com/
http://coinslot.co.uk/98/102/index.php?
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1860 1870 1880 1890 1900 1910
Production: Produce as much as you can because there was a limitless markecapacity and vast demand). Greatest marketing need was: distributio
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1920 1930 1940 1950 1960 1970 1980
t (limited productionand storage.
Sales: Production capacity began to exceed demand (massproduction for fist time), so marketing began to emphasizeselling and advertising. Most business did not offer service
after the sale.
Customer demand and competitiodramatically and the emphasis switc
A customer orientation (customer'(Total organizational effort to meeorientation (focus of goods and ser
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1990 2000 2010
amongst businesses increaseed to the Marketing Concept: 1)needs); 2) Service orientationcustomer's needs) 3) A profit
vices that are most profitable)
Customer Relationship: Learn as muchas possible about customers so you can
meet and exceed customer'sexpectations. Goal: build long-term
loyalty
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1860
1870
1880
1890
1900
1910
1920
1930
1940
1950
1960
1970
1980
Production
Selling
Marketing C
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1990
2000
2010
ncept
CustomerRelationship
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Product
Price
Place
Promotion
Find opportunity
Conduct research
Identify a target market
Design a product to meet the need based onresearch
Do product testing
Determine a brand name, design a package,and set price
Select a distribution system
Design a promotional program
Build a relationship with customers
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Consumer 100
Product 25
Place 25
Promotion 25
Price 25
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0.2
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Sociocultural-Populationshifts-Values-Attitudes-Trends
Competitive-Speed-Service
-Price-Selection
Economic-GDP-DisposableIncome-Competition-Unemployment
Global-Tradeagreements-Competition-Trends-Opportunities-Internet
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0.2
Technological-Computers-
Telecommunication-Bar codes-Datainterchange-Internetchanges
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4
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