Analyzing the Marketing Environment and Managing Marketing Information to Gain Customer Insights

Analyzing the Marketing Environment

Objectives Outline

  • Objective 1 Describe the environmental forces that affect the company’s ability to serve its customers. The Microenvironment and Macroenvironment (pp 92–96)
  • Objective 2 explain how changes in the demographic and economic environments affect marketing decisions. The Demographic and Economic Environments (pp 96–104)
  • Objective 3 Identify the major trends in the firm’s natural and technological environments. The Natural and Technological Environments (pp 104–108)
  • Objective 4 explain the key changes in the political and cultural environments. The Political–Social and Cultural Environments (pp 108–114)
  • Objective 5 Discuss how companies can react to the marketing environment. Responding to the Marketing Environment (pp 114–116)

Managing Marketing Information to Gain Customer Insights

Objectives Outline

  • Objective 1 explain the importance of information in gaining insights about the marketplace and customers. Marketing Information and Customer Insights (pp 124–126)
  • Objective 2 Define the marketing information system and discuss its parts. Assessing Information Needs and Developing Data (pp 126–130)
  • Objective 3 Outline the steps in the marketing research process. Marketing Research (pp 130–140)
  • Objective 4 explain how companies analyze and use marketing information. Analyzing and Using Marketing Information (pp 140–144)
  • Objective 5 Discuss the special issues some marketing researchers face, including public policy and ethics issues. Other Marketing Information Considerations (pp 144–149)


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