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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.

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Analyzing the Market and Managing the Market

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  1. Analyzing the Market and Managing the Market

  2. 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

  3. Actors in the microenvironment

  4. 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.

  5. Forces in Company’s Macroenvironment

  6. 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.

  7. Marketing Information Systems MIS

  8. 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 providesan insider’s tour of the customer’s world, helping marketers get at what consumers really do rather than what they say they do.

  9. More Research Survey research • Experimental Research

  10. More research • Online Marketing Research • Online focus groups • Sampling Plan

  11. Sample types

  12. Analyzing and Using MarketingInformation • Customer Relationship Management • Distributing and Using Marketing Information • Marketing Research in Small Businesses and Nonprofit Organizations

  13. 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.

  14. Public Policy and Ethics in Marketing Research • Intrusions on Consumer Privacy • Misuse of Research Findings

  15. 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

  16. Model of consumer behavior

  17. Cultural Factors

  18. Major American Social Classes

  19. Major American Social Classes

  20. Maslow

  21. Consumers

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