Page 33 - DMGT408DMGT203_Marketing Management

Marketing Management/Essentials of Marketing Rajesh Verma, Lovely Professional University

Notes Unit 2: Understanding the Marketplace and Consumers

CONTENTS
Objectives
Introduction

2.1 Environmental Analysis
2.1.1 Structure of the Marketing Environment
2.1.2 Micro and Macro Environment

2.2 Environmental Scanning
2.2.1 External Environmental Analysis
2.2.2 Customer Analysis
2.2.3 Competitor Analysis
2.2.4 Market Analysis

2.2.5 Company Analysis
2.3 Marketing Information Systems: The Concept
2.3.1 Components of a Marketing Informating System

2.4 Computer Networks and Internet
2.5 Data Mining and Data Warehousing
2.6 Marketing Intelligence Systems
2.7 Marketing Research Process
2.7.1 Define the Marketing Problems and Set Objectives

2.7.2 Design Research Project
2.7.3 Data Collection Approach
2.7.4 Sampling Plan

2.7.5 Analyse the Information
2.7.6 Present the Findings
2.8 Summary
2.9 Keywords
2.10 Review Questions

2.11 Further Readings

Objectives

After studying this unit, you will be able to:
Identify the components of the marketing environment
Discuss the procedure of environmental scanning

26 LOVELY PROFESSIONAL UNIVERSITY