【正文】 Credit Availability Natural Environment Higher Pollution Levels Increased Costs of Energy Shortage of Raw Materials Changing Role of Government Accelerating Pace of Change Unlimited Opportunities for Innovation Increased Regulation Issues in the Technological Environment Varying R amp。 Economic Circumstances Personality amp。Chapter 3 Analyzing Marketing Opportunity Today you have to run faster to stay in the same place. Philip Kotler Learning Objectives 1. Gathering information and Measuring Market Demand. 2. Scanning the marketing environment. 3. Analyzing consumer markets and buyer behavior. 1. Gathering information and Measuring Market Demand. ? MIS ? Marketing Research Process MIS ? People ,equipment,and procedures to gather,sort,analyze,evaluate, and distribute needed,timely,and accurate information to marketing decision makers. MIS’s STRUCTURE(P132) Internal databases Marketing intelligence Marketing research Information analysis Marketing Research Process ? Defining the problem and research objective ? Developing the research plan for collecting information ? Implementing the research plancollecting and analyzing the data ? Interpreting and reporting the findings Relative terms ? Exploratory research ? Descriptive research ? Causal research ? Secondary data ? Primary data ? Online databases Relative terms ? observational research ? Survey research ? Singlesource data system ? Experimental research ? Focus group interviewing ? Online marketing research Environment ? Tracking amp。 SelfConcept Psychological Factors Perception Learning Beliefs amp。 religious conflict ? Global branding Demographic Environment Worldwide Population Growth Population Age Mix Ethnic Markets Household Patterns Educational Groups Geographical Shifts in Population Shift from Mass Market to Micromarkets Economic Environment Ine Distribution Subsistence economies Rawmaterialexporting economies Industrializing economies Industrial economies Savings, Debt, amp。 D Budgets Political Legal Environment Increased Legislation Special Interest Groups Social/Cultural Environment Of Organizations Of Nature Of Oneself Of Society Of the Universe Of Others Views That Express Values Social/Cultural Environment Review ? Tracking amp。 Statuses Family Influences on Consumer Behavior Personal Influences Age and Family Life Cycle Stage Lifestyle Occupation amp。 Identifying Opportunities in the Macroenvironment ? Demographic, Economic, Natural, Technological, Political, amp。 Attitudes M