Professional Documents
Culture Documents
Degree of Centralization
Centralized Organizations
Authority is concentrated at the top
level
Very little delegation to lower levels
Decentralized Organizations
Decision making authority is delegated
as far down the chain of command as
possible
Organizing Marketing
Activities
Organization
Centralized
Decentralized
Structure
Function
Product
Region
Type of Customer
Chapter 3
The Marketing Environment
Environmental Analysis
The process of assessing and
interpreting the information gathered
through environmental scanning
How you deal with the information
collected during the
Environmental Forces
Competitive
Political
Technological
Sociocultural
Legal & Regulatory
Economic
Competitive Forces
Most firms have competition
Brand (Intra-Type): Firms that market products with
similar features & benefits to the same customers at
similar prices
Product (Intra-Type): Firms that compete in the same
product class but market products with different
features, benefits & prices
Generic (Inter-Type): Firms that provide very
different products that solve the same problem or
satisfy the same basic customer need
Total Budget Competitors: Firms that compete for
the limited financial resources of the same customer
Selected Characteristics of
Competitive Structures
Chart
Economic Forces
The Business Cycle: A pattern of
economic fluctuations that has four
stages
Prosperity
Recession
Depression
Recovery
Political Forces
The book muddles political and legal forces
Enactment of legislation
Legal decisions interpreted by courts
through civil & criminal cases
Influence of regulatory agencies
Marketers
Adjust to conditions
Influence the process through contributions
and lobbying
Marketing Research
The systematic design, collection,
interpretation, and reporting of
information to help marketers solve
specific marketing problems or take
advantage of marketing
opportunities
Benefits of Marketing
Research
Question
How important is marketing research
to a firms success?
Do you think it is worth it to pay an
outside organization to help?
1.
Locating
and
defining
issues or
problems
2.
Designing
the
research
project
3.
Collecting
data
4.
Interpreti
ng
research
finding
5.
Reporting
research
findings
Hypothesis
An informed guess or assumption about
a certain problem or set of
circumstances
Accepted or rejected hypotheses act as
conclusion for the research effort
Types of Research
Exploratory Research
Conducted to gather more information about a
problem or to make a tentative hypothesis
more specific
How are consumers car buying habits changing?
Conclusive Research
Designed to verify insights through objective
procedures and to help marketers in making
decisions
What percentage of consumers will consider an
electric car purchase?
Continued
Descriptive Research
Used to clarify the characteristics of certain phenomena to
solve a particular problem
Demands prior knowledge
Assumes problem is clearly defined
May require statistical analysis
Experimental Research
Research that allows marketers to make casual inferences
about relationships
Provides strong evidence of cause & effect
Need a dependent variable and independent variable(s) in
order to set-up research project
Validity
A condition existing when a research
method measures what it is supposed to
measure
Secondary Data
Is compiled both inside and outside the
organization
Is for some purpose other than the current
investigation
Sample
A limited number of units chosen to
represent the characteristics of the
population
Sampling
The process of selecting representative units
from a total population