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Pillow Segments
23% - stackers
20% - plumpers
16% - rollers or folders
16% - cuddlers
10% - smashers
Sales
Order-to-Payment
Information
Cycle
System
Databases, Marketing
Warehousing, Intelligence
Data Mining System
Network externally
Purchase information
Collect customer feedback online
Nielsen SAMI/Burke
MRCA Simmons
Information
Arbitron
Resources, Inc.
Fad
Trend
Megatrend
Demographic
Political-Legal Economic
Technological Socio-Cultural
Natural
65+
40-65
25-40
Teens
School-age
Preschool
3-16 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
Schwabs Chinese-language Web site
Income Distribution
Savings, Debt, and
Credit
Views of themselves
Views of others
Views of organizations
Views of society
Views of nature
Shortage of
raw materials
Increased
energy costs
Anti-pollution
pressures
Governmental
protections
3-23 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
Toyota Experienced Success
with Green Cars
Sprouts (26%)
Grousers (15%)
Apathetics (18%)
3-25 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
Keys to Avoiding
Green Marketing Myopia
Pace of change
Opportunities
for innovation
Varying R&D
budgets
Increased regulation
of change
Increase in
business legislation
Growth of special
interest groups
Take a position:
1. Age differences are fundamentally
more important than cohort effects.
or
2. Cohort effects can dominate age
differences.
3-29 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
Marketing Discussion