Tutorial 3 & 4

1) Explain briefly the actors in the marketers of micro environment?

All the actors in the company will be effective if they have ability to crate value for and
relationship with customers in positively and negatively.

2) Explain briefly the major forces in macro environment?

There are six major forces in the company’s macro environment. Demographic,
Economic, Natural, Technological, Political and Cultural.
Demographic: - Study about a human population in terms of size, density, location, age,
gender, race, occupation and other statistics related to population, also it helps increasing
diversity.
Economic: - its related to factors that affect consumers purchasing power and spending
patterns. For instance, a company should never start exporting to a country before having
examined how much people will be able to spend. Important criteria are: GDP, GDP real
growth rate, GNI, Import Duty rate and sales tax/ VAT, Unemployment, Inflation,
Disposable personal income, and Spending patterns.

Natural: - a resource that are needed as input by marketers or effected by the marketing
activities. Also need to practice the trends in natural environment such as developing
environmentally sustainable strategies, increased pollution in air and water, and will
increase the government intervention.

Technological: - forces that create new technologies such as creating new product and
marketing opportunities. As new technology will offer exciting opportunities for
marketers.

Political: - includes the law, government agencies and pressure groups that influence and
limit various organizations and individuals in a given society. It develops public policies
to ensure fair markets and changing government agency enforcement.

Cultural: - The Socio-Cultural forces link to factors that affect society’s basic values,
preferences and behavior. The basis for these factors is formed by the fact that people are
part of a society and cultural group that shape their beliefs and values. Many cultural
blunders occur due to the failure of businesses in understanding foreign cultures.

3) What are the advantages of Web-based survey research over traditional survey
research?

Web-based surveys, or e-surveys, are surveys designed and delivered using the internet.

 With a societal trend for having everything “online” and digitized, internet research
panels truly are part of the wave of the future
  Cost is lower than other survey methods. Internet panel survey costs are often only
a couple dollars each.

 because of their efficiency, reduce the time to market for new products and services,
potentially meaning more money for the companies hiring the market research firms
to conduct research on their behalf

 Help desks which offer live assistance, can provide needed customer support for
panelists during a survey

4) What are the similarities and differences when conducting research in another?
country versus the domestic market?
When conducting a research in both international and domestic country researchers
follow the same steps that is defining the research problem and developing a research plan to
interpreting the results. Difficulty in finding a good secondary data is a similarity both
international and domestic researchers have to face., by looking for a difference domestic
researcher deal with just same market with a single country while international researchers deal
with the various marketers in many different countries. Cultural differences form country
compare to domestic researchers might be huge difference. They will face. DOMESTIC
RESERCHERS MAY NOT HAVE TO BE DEAL WITH LANGUAGE TRANSLATING
PROBLEMS. Then other big difference is consumers in different countries also vary in their
attitudes toward marketing research. They may be willing or may not be willing to response.

5) Discuss the real value of marketing research and marketing information and how that
value is attained.

The real value of marketing research and marketing information lies in how it is used in the
customer insights that is provide. Customer insights are fresh and deep perceptions into customer
wants and needs. Now a days many companies is restricting their marketing research and
information function. Instead they are creating” customer insights teams”. These teams collect
customer and market information from wide variety of sources. They use this information to
develop important customer insight from which company can create value for its customers.
Therefore, companies must design effective marketing information system that give managers
right information, in the right form, at the right time and help them to this information to create
customer value and stronger customer relationship. A marketing information system consist of
people and producers for assessing information needs and developing the needed information,
and helping decision makers information to generate and vale actionable customer and market
sights. Marketing information has no value until it is used to gain customer decision and make
better marketing decisions.