LEARNING OBJECTIVES

 Describe the environmental forces that affect the company’s

ability to serve its customers.
o Microenvironment
o Macroenvironment
 Discuss how companies can react to the marketing environment.

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MARKETING ENVIRONMENT

 Marketing environment
 The actors and forces outside marketing that
affect marketing management’s ability to
build and maintain successful relationships
with target customers.
 Including:
Microenvironment
Macroenvironment

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MARKETING ENVIRONMENT

 Microenvironment
 The actors close to the company that affect its ability to serve its customers.

Company

Marketing
Department Marketing
Suppliers Customers
intermediaries

Competitors

Publics

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MARKETING ENVIRONMENT

 Macroenvironement
 The larger societal forces that affect the microenvironment.

Natural Technological
Economic Political

Company

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MARKETING ENVIRONMENT

 Analyze marketing environment

Strengths Weaknesses
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Opportunities Threats
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LEARNING OBJECTIVES

 Define the marketing information system and discuss

its parts.
 Outline the steps in the marketing research process.

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MARKETING INFORMATION SYSTEM

 Marketing information system - MIS

 People and procedures dedicated to assessing
information needs, developing the needed
information, and helping decision makers to
use the information to generate and validate
actionable customer and market insights.

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MARKETING INFORMATION SYSTEM
Marketing managers and other information users
Obtaining customer and market insights from marketing information

MARKETING INFORMATION SYSTEM

Developing needed information

Assessing Analyzing
information Internal Marketing Marketing and using
needs databases intelligence research information

Marketing environment
Target markets | Marketing channels| Competitors| Publics| Macroenvironment

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MARKETING RESEARCH

 Marketing research
 The systematic design, collection, analysis, and
reporting of data relevant to a specific marketing
situation facing an organization.

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MARKETING RESEARCH

 The marketing research process

Defining the Developing Implementing

the research the research Interpreting
problem and
plan for plan: collecting and reporting
research collecting and analyzing the findings
objectives information the data

* Exploratory research * Data sources * Collecting data

* Descriptive research * Research approaches * Analyzing data
* Causal research * Contact methods
* The sampling plan
* Research instruments

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