Slide 4

Question 1

Macroenvironment

Answer 1

larger societal forces that affect the microenvironment—demographic, economic, natural, technological, political, and cultural forces.

Question 1

marketing environment

Answer 1

actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers

Question 2

Microenvironment

Answer 2

consists of the actors close to the company that affect its ability to serve its customers—the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.

Question 3

Actors in micro env

Answer 3

The company - finance, R&D
Suppliers
Marketing Intermediaries - resellers
Competitors
Public - media, citizen
Customers

Question 4

Actors in macro env

Answer 4

Demographic - age, gender, race
Economic
Natural
Technological
Political
Cultural

Question 5

3 Views on Responding

Answer 5

Uncontrollable
Proactive
Reactive

Question 6

3 types of research in marketing

Answer 6

exploratory research, descriptive research, and causal research.

Question 7

primary data

Answer 7

information collected for the specific purpose at hand.

Question 8

Secondary data

Answer 8

information that already exists somewhere, having been collected for another purpose.

Question 9

advantages of secondary data

Answer 9

ower cost, quick availability, and sometimes data that cannot be collected otherwise

Question 10

Primary data collection Research Approaches

Answer 10

Observational
Ethnographic
Survey
Experimental

Question 11

main steps in the marketing research process

Answer 11

defining the problem
Developing a research plan
Collecting data
processing data
analysing data
reporting findings

Question 12

what is the difference between micro & macro

Answer 12

Micro- broad, internal, day today operations, must adapt
Micro - immediate, external, shape busi context, more control