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Market Process: Step 1 Understanding Market Place and Customer Needs (wk1…
Market Process: Step 1 Understanding Market Place and Customer Needs (wk1-wk4)
Microenvironment
supplier
various public
marketing intermediaries
government
physical distribution firm
reseller
market services agencies
other department
consumer
international
personal
business
government
reseller
competitors
Macroenvironment
economic
political
cultural
technologic
demographic
natural
Market
Information System
:warning:Secondary data consists of information that already exists somewhere, having been collected for another purpose.
Competitive
Market
Intelligence
:warning:Publicly Available
Information
about consumers
Gain insights into how consumers talk about and connect with their brands.
Internal Data
Government Sources, Periodicals and Books, and Commercial Data Services
Within the Company's Database
Can be resourced from: Commercial Websites, Industry Associations, Government Agencies, Business Publications, News Media–Internet Search Engines
Relevant Accurate Current Impartial
:warning:Primary data consists of information collected for the specific purpose at hand.
Experimental
Observational
Survey
Ethnographic
Marketing Research
Descriptive
Causal
Exploratory
Relevant Accurate Current Unbiased
step3
step2
step5
step4
Type