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26 Cards in this Set
- Front
- Back
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marketing environment
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people and forces outside of the organization that affect the relationship w customers
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microenvironment
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people close to the company that affect its ability to serve customers (suppliers)
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macroenvironment
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larger societal forces that you cannot control
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marketing intermediaries
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help promote/sell/distribute
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4 types intermediaries
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resellers, physical distribution, marketing services, financial intermediaries
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phys dist firm example
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trucking
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marketing services example
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pr
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financial int. example
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help to get resources
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publics
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any group that has an interest in an organization/ impacts its ability to achieve objectives
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types of publics
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financial, media, government, citizen-action, local, general, internal
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macroenvironment forces
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demographic, economic, natural, technological, political, cultural
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environmental management perspective
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being proactive rather than reactive
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ways of being proactive
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-hiring lobbyists
-advertorials -law suits -complaints -forming agreements |
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Marketing Info System
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1) assess info needs
2) develop needed info 3) distribute info |
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internal databases
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electronic collections of info
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marketing intelligence
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publicly available info about competitors and the marketing environment
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marketing research
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not public
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marketing research process
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1) define problem
2) develop research plan 3) collect and analyze 4) interpret and report |
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exploratory research
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preliminary info
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causal research
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cause and effect
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determining research plan
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determine exact info needed
develop plan present plan to management |
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outlining the research plan
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sources of data, research approaches, contact methods, sampling plans, ways of getting it
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secondary data
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already exists somewhere else
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primary data must determine
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research approach, contact methods, sampling, research instruments
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ethnographic research
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in natural environment
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mechanical observation
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people meters
checkout scanners |
