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This 3 page Class Notes was uploaded by Petey Martin on Thursday October 8, 2015. The Class Notes belongs to MKT 203 at University of Rochester taught by HOPE V in Summer 2015. Since its upload, it has received 12 views. For similar materials see PRINCIPLES OF MARKETING in Marketing at University of Rochester.
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Date Created: 10/08/15
Petey Martin Notes 10815 Information Future amp Past Tense 0 Intelligence MacroEnvironments Demographics 0 Graying of America 0 Baby Boomers Economic Environment 0 Global Depression 0 Y2K o UnderEmployment Natural Environment 0 Green Movement 0 Oil Raw Materials 0 Natural Disasters Technological Environment 0 Creative Distructionism o MicroMachines o Opportunity to Grow Food PoliticalLegal Environment 0 Stagnant Government 0 Protectionism 0 Corporate Push SocialCultural Environment 0 Cultural Diversi cation 0 Shared Values 0 Different Sections of America 0 Understanding Forces Futuring Exercises Shell Oil 0 Anticipated collapse of Soviet Union Quality 0 Personal Experience US Air Force 0 Can t be TopDown Military Command 0 Anticipated 2005 in 1990 0 Module Pockets of Command THE PROCESS Existing Strategic Plan use FreeRanging Discussion think Brainstorm on Structure Major lssues think Collect Evidence Testimony do o Rethink Structure Major Forces think 0 Create 4 Stories Future Space do 0 As Usual 0 Best Case 0 Worst Case 0 Paradigm Shift 0 Test for Major Forces Prioritize think 0 Test Current Strategy How Robust use 0 Begin New Strategic Planning Process do 0 Key Messages Market Research Two classes of Market Research Primary vs Secondary Word Games Marketing Research vs Market Research The BEST Market Research is both science and art The focus of Market Research changes across the product life cycle Value of Research is only as good as its t to a decision process How WILL YOU use today s topics in your team s marketing project 0 Always charge 13 for capital at start of project 0 Always charge 13 during project advancement Charge nal 13 at conclusion of process 0 The Market Research Process and Characteristics of Good Market Research Think l De ne Honest Think Design 0 Science Do Collect Creative Do Analyze 0 Fit Think l Synthesize Mix Use Present Skeptical Use Decide 0 Value 0 Use of Research Across The Product Life Cycle Alpha Error Doing something when you shouldn t 0 Career ruiners Beta Error Not doing something when you should Catastrophic opportunity costs losses