Contents

 Marketing environments
 Marketing information system

CHAPTER 2  Marketing research

 Marketing information considerations

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Marketing Environment

 The actors and forces outside marketing that

a ect marketing management’s ability to build
and maintain successful relationships with target
customers.
2.1 MARKETING ENVIRONMENTS
MAR
 Include: Department

 Microenvironment
 Macroenvironment

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 Micro Environment Macro Environment

 The actors close to the company that a ect its ability to serve its customers  The larger societal forces that affect the microenvironment.
Natural resources that are needed as Forces that create new technologies,
inputs by marketers or that are affected creating new product and market
by marketing activities. opportunities.
Company
Economic factors that a ect Techno- Laws, government agencies, and
Natural pressure groups that influence and
consumer purchasing power logical
Marketing Department limit various organizations and
Marketing Customer and spending patterns.
Suppliers individuals in a given society.
intermediaries markets Economic Political
(resellers, physical distribution firms,
marketing services agencies, financial The study of human
Competitors intermediaries)
populations in terms of Institutions and other forces
size, density, location, age, that affect society’s basic
gender, race, occupation, Demo- values, perceptions,
Cultural
Publics and other statistics. graphic Company preferences, and behaviors.
(Financial publics, Media publics, Government publics, Citizen-action publics, Local publics, General public, Internal publics)

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SWOT Analysis SWOT Analysis

Internal limitations that may

Internal capabilities that may help interfere with a company’s ability

}
a company reach its objectives to achieve its objectives

Strengths Weaknesses

COMPANY

}
External factors that the company Current and emerging external
may be able to exploit to its factors that may challenge the
Opportunities Threats advantage company’s performance

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 Marketing information to gain customer insights

 Customer insights
 Fresh marketing information-based
2.2 MARKETING INFORMATION SYSTEM Marketing information understandings of customers and the
marketplace that become the basis for
creating customer value, engagement,
and relationships.

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Marketing information system (MIS)

Marketing managers and other information users
Obtaining customer and market insights from marketing information

Marketing information system

People and procedures dedicated to assessing Developing needed information

Assessing Analyzing
information needs, developing the needed information and using
Internal Marketing Marketing
information, and helping decision makers to needs databases intelligence research information
use the information to generate and validate
actionable customer and market insights.

Marketing environment
Target markets | Marketing channels | Competitors | Publics | Macroenvironment forces

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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.

2.3 MARKETING RESEARCH  Marketing research process

Defining the
Interpreting and
problem and Developing the Implementing the
reporting the
research research plan research plan
findings
objectives

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Marketing Information Considerations

 Marketing research with big data

 Marketing research in small businesses and nonprofit organizations

2.4 MARKETING INFORMATION CONSIDERATIONS
 International marketing research

 Public policy and ethics in marketing research

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