3-1

3-1
Actors in Microenvironment

Company
Marketing
Suppliers Inter- Customers
mediaries
Competitors

Publics

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3-2
Internal Environment

Marketing

Accounting Finance

Senior
Management

Manufacturing R&D

Purchasing

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3-3
Customer Markets

Business
Markets

Consumer
Markets Reseller
Markets
COMPANY

International Government
Markets Markets

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3-4
Types of Publics

Financial
Financial

Internal
Internal Media
Media

Company
General
General
Government
Government

Citizen
Citizen
Local
Local Action
Action

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3-5
The Macro environment

Demographic

Cultural Economic
Key Forces
in the
Macroenvironment
Political Natural

Technological

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3-6
Demographic Environment

Growing
Ethnic Age
Diversity Structures

Education Key
Demographic
Trends

Changing
Family
Geographic Structure
Shifts

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3-7
Economic Environment

Economic Changes
Development in Income
Key
Economic
Concerns for
Marketers

Changes
in Consumer
Spending Patterns

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3-8
Natural Environment

Shortage of
Raw Materials

Key Areas
Government of Concern Energy
Intervention in the Natural Costs
Environment

Increased
Pollution

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3-9
Technological Environment
Fast Pace of High R & D
Change Budgets

Issues in the
Technological
Environment

Focus on Minor Increased

Improvements Regulation

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3-10
Political Environment

Legislation Enforcement
Key
Trends in the
Political
Environment

Greater
Concern for
Ethics

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3-11
Cultural Environment

Of
Oneself
Of Of
the Universe Others
Views
That Show
Values

Of Of
Nature Organizations
Of
Society

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3-12
The Importance of Information

Marketing
Environment
Customer Needs

Competition
Why
Information
Is
Needed

Strategic
Planning

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3-13
The Marketing Information System
Marketing Information System
Marketing Decisions and Communications

Marketing Managers

Distributing Developing Assessing

Information Information Needs

Information Internal
Analysis Records

Marketing Marketing
Research Intelligence

Marketing Environment

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3-14
The Marketing Research Process

1. Defining the
Problem

2. Developing the
Research Plan

3. Implementing the
Research Plan

4. Interpreting and
Reporting the Findings

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3-15
Secondary Information

Relevant

Key
Considerations
Impartial for Using Accurate
Secondary
Information

Current

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3-16
Primary Information

Research
Approach

Key Decision
Areas for
Research Developing Contact
Instruments Primary Methods
Information

Sampling
Plan

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3-17
Collecting Information

Mail Telephone
Questionnaire Interviewing
Data
Collection
Methods

Personal
Interviewing

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