Week 3 – The Marketing Environment

Week 3 – The Marketing Environment

Key Terms

Using a marketing text or dictionary, write definitions for the following terms (15-20 words per definition):

  1. Marketing environment
  2. Macroenvironment
  3. Microenvironment
  4. Demography
  5. 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:

  1. What are the lessons for successful product launches as discussed in the video?
  2. What is the role of market research in new product launches?
  3. 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).
  4. 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.

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