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17 Cards in this Set
- Front
- Back
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2 main categories of environmental factors that affect marketing and how do the differ
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micro- the ACTORS close to the marketing and department/company, macro- the societal FORCES, ones small and ones large
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specific actors that makeup the microenvironment, 4
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resellers, distributors, financial intermediaries, and customers, anthing inside the company
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6 macroenvironment forces DENTPC
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demographic, economic, natural, technological, political, cultural
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how does the marketing environment relate to swot analysis
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the market environment deals with the external end of the swot analysis, the opportunities and threats
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2 ways that companies can react to the marketing environment/
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proactive- aggressive actions to affect forces in the environment and reactive- watch and react to forces in the environment
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3 examples of proactive responses to the marketingenvironment
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hire lobbyists, file complaints with regulatory agencies, and attempt to influence public opinion
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three things marketing intermediaries do to help the company
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promote, sell, and distribute
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4 examples of demographic studies/
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family structure, where people live, educational characteristics, and diversity
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baby boomers =
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30 percent of the pop
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what percent of americans move each years
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14
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what are engel's 3 laws
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the percent spent of food declines, the percent spent on housing stay constant, the percent spent on savings increases
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3 trends with the natural environment
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shortage on materials, increased government intervention, and increased interest in sustainability
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legislation in the business place is intended to protect
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businesses from eachother, consumers from businesses, and societ from business
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what is the difference between secondary data and primary data, which is used in the marketing reasearch process
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secondary consist of information that already exists somewhere, primary is info collected for the specific purpose at hand, both can be used in marketing research
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3 objective of marketing research and which methodology is best suited for each
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exploratory- is the preliminary research process to help define the problem, descriptive- more specific on the market potential for a product, and causal- marketing reseach to test hpotheses about cause and effect relationships
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whats the ultimate purpose of crm
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to maximize customer loyalty
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how does crm use marketing information/
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it integrates everything that a company's sales, service, and marketing teams knows about individual customers to provide a 360 degreee view of the customer relationship
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