Week 3 – The Marketing Environment
Key Terms
Using a marketing text or dictionary, write definitions for the following terms (15-20 words per definition):
- Marketing environment
- Macroenvironment
- Microenvironment
- Demography
- Marketing intermediaries
Applied Activity
1) Watch the video: “Lessons from new product launches – Cell Zone to iPad” featuring consultants Schneider and Hall available on YouTube at https://www.youtube.com/watch?v=H5TRNq-fihA
2) Answer the following questions:
- What are the lessons for successful product launches as discussed in the video?
- What is the role of market research in new product launches?
- Which forces in a company’s macroenvironment were mentioned as influential in the success or failure of new products? (Demographic, economic, natural, technological, political, or cultural).
- Choose one product, that was discussed in the video, and explain a macro-environmental force which impacted this product’s launch.
Instructions
You need to upload your 1-2 page written response addressing both Key terms and Applied activity (above) to the Moodle site.