Term
| Macro Environmental Factors |
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Definition
The LARGER forces in a Society:
Technological...Demographic...Cultural...Natural...Political...Economic |
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Term
| Micro-Environmental Factors |
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Definition
| The FACTORS close to a company that effects ability to serve its customers (suppliers, competition, marketing intermediaries, consumers). |
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Term
| Marketing Planning Process |
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Definition
| DEFINE the problem/ objective (what do I need to learn), DEVELOP a research plan to collect data |
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Term
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Definition
| U.S. Demographic: INCREASING DIVISITY...TECHNOLOGICAL..websites, social networking, email...POLITICAL...increasing legislation, laws and regulations...CULTURAL...marriage, clothing, nature and music. NATURAL...environmentally friendly activities, increased pollution. |
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Term
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Definition
| DEFINE problem...DEVELOP...research plan...COLLECT & ANALYZE DATA...IDENTIFY...actionable customer and market insights. |
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Term
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Definition
| CUSTOMER RESEARCH DATA: 1. Research Approach 2. Contact Method. 3. Sampling Plan. 4. Research Instrument. |
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Term
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Definition
| INTERNALData: Face Book page, Twitter, 800# comments. EXTERNAL Data: (Purchased: trend data, market data) (Free: Periodicals like "Ad Age" and internet. |
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Term
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Definition
| soft data that describes, but does not measure a situation (observation). Allows for exploration of ideas |
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Definition
| "Hard" data that is measurable and verifiable (surveys) |
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Term
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Definition
| Respondents answer in their own words. |
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Term
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Definition
| All possible answers are provided. Respondents must choose from 4-5 options. |
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