Académique Documents
Professionnel Documents
Culture Documents
Marketing Environment
MIS
Marketing Research Process
People ,equipment,and procedures to
gather,sort,analyze,evaluate, and distribute
needed,timely,and accurate information to
marketing decision makers.
Internal databases
Marketing intelligence
Marketing research
Information analysis
Marketing Research Process
Exploratory research
Descriptive research
Causal research
Secondary data
Primary data
Online databases
Relative terms
observational research
Survey research
Single-source data system
Experimental research
Focus group interviewing
Online marketing research
2.Marketing Environment
Ethnic Markets
Educational Groups
Household Patterns
Increased Costs
of Energy
Accelerating Pace Unlimited Opportunities
of Change for Innovation
Varying Increased
R & D Budgets Regulation
Increased
Legislation
Political-
Legal
Environment
Special-
Interest
Groups
Social/Cultural Environment
Of
Oneself
Of Of
the Universe Views Others
That Express
Of Values Of
Nature Organizations
Of
Society
Social/Cultural Environment
Review
Company
Suppliers
Marketing intermediaries
Customers
Competitors
public
3.Consumer Behavior
Buyer’s decisions
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
Cultural Factors
Culture
Subculture
Social Class
Buyer
Social Factors
Reference
Groups
Roles &
Family
Statuses
Influences on Consumer Behavior
Personal Influences
Motivation
Beliefs &
Attitudes
Perception Learning
Four Types of Buying Behavior
High Low
Involvement Involvement
Significant Complex Variety-
differences Buying Seeking
between
brands
Behavior Behavior
Few Dissonance- Habitual
differences Reducing Buying
between
Buying
brands Behavior Behavior
Consumer Buying
Process
Problem
recognition
Information
search
Evaluation of
alternatives
Purchase
decision
Postpurchase
behavior
Reference concepts
Cultural factors
Social factors
Personal factors
Psychological factors
Cultural factors
Culture
Subculture
Social class
Social class
Social classes are relatively
homogeneous and enduring divisions
in a society,which are hierarchically
ordered and whose members share
similar values ,interests, and behavior.
Social factors
Reference groups
Family
Roles and statuses
Reference groups