Professional Documents
Culture Documents
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LEARNING OBJECTIVES
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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
S W
Strengths Weaknesses
}
O T
Opportunities Threats
}
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MARKETING INFORMATION SYSTEM
AND MARKETING RESEARCH
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LEARNING OBJECTIVES
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MARKETING INFORMATION SYSTEM
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MARKETING INFORMATION SYSTEM
Marketing managers and other information users
Obtaining customer and market insights from marketing 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
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