Tutorial 2

Marketing
Environment &
Marketing
Information
Prepared by Kim Du
Reviewing Objectives & Key terms

1. Marketing Environment
• Micro-environemnt
• Macro-environment

2. Marketing Information
• Marketing Information System
o Internal Data
o Marketing Intelligence
o Marketing Research
• Primary & Secondary Research
1. Marketing Environment
• Resellers
• Physical distribution
• Marketing services agency
Environmental
• Finanancial intermediates
(Demographic, (Natural)
Cultural)
1. Marketing Environment
https://mccrindle.com.au/
2. Marketing Information
ACTIVITY 1: MIS

Requirement:
Understanding the Internal Data, Marketing Intelligence and Marketing Research
2. Marketing Information
Marketing Research

Internal Where to get your info reliably?

Secondary
data
External

• Observational research
Observation • Ethnographic research
Data

• Netnography research

Qualitative
Interview
Research

Primary Focus groups

data
Survey
Quantitative
Research
Experiment
What can be observed?
Where to get your info reliably?
 Question: Identify all the macro and micro environmental factors that have impacted
ACTIVITY 2: BITI’S CASE the rebirth of Biti’s in Vietnam market.

BITI’S HUNTER
FOR THE NEXT CLASS

• Review Tutorial 1+2, which are equivalent to Chapter 1 - 4 of your Textbook

• Take Quiz 1 (Elearning)
• Read Chapter 5 – 6 for the next class