chapter3analyzingmarketingopportunity-wenkub.com
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【正文】 SelfConcept Psychological Factors Perception Learning Beliefs amp。 Identifying Opportunities in the Macroenvironment ? Demographic, Economic, Natural, Technological, Political, amp。 countertrade ? Move towards market economies ? “Global” lifestyles Macroenvironmental Forces ? Opening of “new” markets ? Emerging transnational firms ? Crossborder strategic alliances ? Regional ethnic 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。 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。 Cultural Developments Microenvironment ? Company ? Suppliers ? Marketing intermediaries ? Customers ? Competitors ? public Behavior 1. Major factors influencing buyer behavior 2. The buying decision process 3. The stages of the buying decision process 4. Reference concepts Simple Response Model Stimulus Organism Response Model of Buying Behavior Buyer’s decision process Problem recognition Information search Evaluation Decision Postpurchase behavior Other stimuli Economic Technological Political Cultural Buyer’s characteristics Cultural Soc
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