【正文】 een as a petitive necessity by many firms, but as a cause of unemployment by many domestic workers.SocialCultural Environment Purchasing power is directed toward certain goods and services and away from others according to people’s tastes and preferences.A) Society shapes the beliefs, values, and norms that largely define these tastes and preferences. B) People absorb a worldview that defines their relationships to themselves, others, organizations, society, nature, and to the universe.1) Views of themselves, people vary in the relative emphasis they place on selfgratification.2) View of others, people are concerned about the homeless, crime and victims, and other social problems.3) Views of organizations, people vary in their attitudes toward corporations, government agencies, trade unions, and other organizations.4) Views of society, people vary in their attitudes toward their society.5) View of nature, people vary in their attitudes toward nature.6) View of the universe, people vary in their beliefs about the origin of the universe and their place in it.C) Every trend seems to breed a countertrend.D) Here are some other cultural characteristics of i。 Marketing managers need timely and accurate reports on current sales.A) Companies must carefully interpret the sales data so as not to get the wrong signals.B) Technological gadgets are revolutionizing sales information systems and allowing representatives to have uptothe second information.Databases, Data Warehouses, and DataMining Today panies organize information in databases—customer databases, product databases, salesperson databases—and then bine data from the different databases. A) Companies warehouse these data for easy accessibly to decision makers.B) By hiring analysts skilled in sophisticated statistical methods, panies can “mine” the data and garner fresh insights into:1) Neglected customer segments.2) Recent customer trends.3) Other useful information.C) The customer information can be crosstabbed with product and salesperson information to yield still deeper insights.Marketing Intelligence System The internal records systems supplies results data, but the marketing intelligence system supplies happenings data.A) A marketing intelligence system is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment.B) Marketing managers collect marketing intelligence by:1) Reading books, newspapers, and trade publications.2) Talking to customers, suppliers, and distributors.3) Meeting with other pany managers.C) A pany can take several steps to improve the quality of its marketing intelligence:1) A pany can train and motivate the sales force to sport and report new developments.2) A pany can motivate distributors, retailers, and other intermediaries to pass along important intelligence.3) A pany can network externally.4) A pany can set up a customer advisory panel.5) A pany can take advantage of government data resources.6) A pany can purchase information from outside suppliers.7) A pany can use online customer feedback systems to collect petitive intelligence. muting students another group), exercise, and lifestyle. For example, how many students (as a percentage of the total student population) regularly take advantage of the available exercise facilities? How many students presently on campus are clinically obese? This is a very good project to demonstrate the skill of data mining and the use of secondary data. 2. To illustrate the concept of marketing intelligence, select a different group of students to conduct similar research to 1 above but from universities and colleges of similar size. These findings should then be presented to class as a parison to the findings prepared from the group(s) researching your own university or college. Challenge the students to suggest the factors that differentiate the two studies and ways to reverse or to continue the trend. Individual Assignments1. Select or suggest a current “fad” or “trend” exhibited by students on campus. Each student is to select either a fad or trend and then research this fad and trend in light of the marketing opportunities present. Would a firm be successful in capitalizing on this “fad”? If so, why? Should panies capitalize on this “trend”—What are the “upsides” for producing products that are currently “trendy”? What are the “downsides”? What generation do these fads and trends appeal to? How large is the potential market for the fad and/or trend? Students should prepare a report with as much detail into the specific characteristics of these markets as is available. This is a good secondary data and data mining assignment. 2. Each student is a member of an identifiable ethic and demographic segment of society. As an individual assignment, ask each student to describe their subsegment in terms of population, age distribution, growth potential, ine, education levels, and other demographic characteristics. The conclusion of their report should explain the marketing implications of their findings in terms of potential market, oversaturated market, declining market, or hidden or ignored market with potential. ThinkPairShare1. Global forces and macroenvironment factors continually challenge marketers. Selecting one of the macroenvironmental factors from Table challenge the students to prepare a report on how they see that global force affecting, influencing, and limiting marketers in the near future. For example, point 2 states that “the movement of manufacturing capacity and skills to lowercost countries” is one of the forces affecting marketing. How will this statement affect multinationals in their marketing plans for the future? Suggested responses might point out that the multinationals must consider the low cost of wages in these countries when pricing their products。 For which sections