Running Head Ford Motor Company1Ford Motor Company3.docx

Running Head: Ford Motor Company 1
Ford Motor Company 3
Ford Motor Company
Name
Institution
Marketing 220
Professor
Date

Answer the Following Questions about Ford Motor Company, at
least 1 page (double-spaced) with references.
How does your company conduct market research?
What is an example of their findings?
REFERENCES
© Kevin W. Fitzgerald, 2012
The Global Marketing
Environment

Week 2 Notes MKT 220
Charter Oak State College
Principles of Marketing
Kevin W. Fitzgerald, 2012
Notes based on
Marketing, an Introduction
by Gary Armstrong & Philip Kotler
Introduction
Companies must constantly watch and adapt to the
marketing environment in order to seek
opportunities and ward off threats. The marketing
environment comprises all the actors and forces
influencing the companies ability to transact
business effectively with its target market.
A microenvironment consists of other actors close
to the company that combine to form the
company’s value delivery system or which affect its
ability to serve its customers. The
macroenviromnet consists lf larger societal forces
that affect the entire microenviroment.

This Week’s Objectives…
At the end of this week you should be able to:
1. Describe the environmental forces that affect the companies
ability to serve its customers.
2. Explain how changes in the demographic and economic
environments affect marketing decisions.
3. Identify the major trends in the firm’s natural and
technological environments.
4. Explain the key changes in the political and cultural
environments.
5. Discuss how companies can react to the marketing
environment.
Market Environment
The Marketing Environment
Macroenvironment Microenvironment

The Micro Environment
•Resellers
•Physical distribution Firms
•Marketing Service Agencies
•Financial Intermediaries
•Financial
•Media
•Government
•Citizen-action
•Local
Internal Environment
Company

Example: Distribution
-Cola distributes its products to many
countries around the world.
While the product itself
remains the same,
packaging, marketing and
distribution are all affected
by international expansion
and delivery.
Types of Consumer Markets
Reseller
Markets
Company
Types of Publics

Company
The Macro Environment
Macroeconomic Forces
Company

Example: Economic Forces
The Marriott corporation
targets various economic
levels with different types
of hotels.
High end-
Middle-
Economy-
Key Terms
•Baby Boom
•Cultural Environment
•Demography
•Economic Environment
•Engel’s Laws

•Environmental
Management Prospective
•Macroenvironment
•Marketing Environment
•Marketing Intermediaries
•Microenvironment
•Natural Environment
•Political Environment
•Public
•Technological Environment
Relevant Websites
http://www.ftc.gov
Division (NAD)
http://bbb.org/advertising

http://www.bbb.org/advertising/narb.html
http://eurpoa.eu.int/en/comm/spc/spc.html
http://ww.fda.gov
http://ww.epse.gov
http://www.ftc.gov/
http://bbb.org/advertising
http://www.bbb.org/advertising/narb.html
http://eurpoa.eu.int/en/comm/spc/spc.html
http://ww.fda.gov/
http://ww.epse.gov/
Marketing Research
and Information
Systems
Charter Oak State College
Principles of Marketing
Kevin W. Fitzgerald, 2012
Notes based on
Marketing, an Introduction
by Gary Armstrong & Philip Kotler

Introduction
In today’s complex and rapidly changing
environment, marketing managers need more and
better information to make effective and timely
decisions. This greater need for information has
been matched by the explosion of information
technologies for supplying information. Using
today’s new technologies, companies can now
handle great quantities of information, sometimes
even too much.
Yet marketers often complain that they lack
enough of the right kind of information or have an
excess of the wrong kind. In response, many
companies are now studying their managers’
information needs and designing information
systems to satisfy those needs.
This Week’s Objectives…
At the end of this week you should be able to:
1. Explain the importance of information to the company.

2. Define the marketing information system and define its
parts.
3. Outline the steps in the market research process.
4. Compare the advantage and disadvantage of various
methods of collecting information.
5. Discuss the special issues some marketing researchers face,
including public policy and ethical issues.
Marketing Information Systems
•Internal Data
•Marketing Intelligence
•Marketing Research
•Information Analysis

Marketing Research Process
Defining the
problem and
research
objectives
Developing
the research
plan for
collecting
information
Implementing
the research
plan, collecting
and analyzing
the data
Interpreting
and reporting
the data
Example: Research

– New Coke!
The quintessential market research disaster,
focus groups picked new coke over old
coke, but no one asked if they would BUY
the new coke over the old coke.
The researchers forgot to incorporate brand
familiarity and thus created a huge disaster.
Soon after they introduced new coke, and
eliminated old coke, complaints and
protests occurred. The eventually brought
back coke, now called Coke Classic, but
they have never truly recovered the market
share they lost.
Market Research Process
Objectives
•Exploration Research
•Descriptive Research
•Casual Research

Research Plan
Example: Gathering Data
Every day, when you use a
supermarket “discount card” and have
your products scanned in to the
register, marketers are conducting
research on your buying habits.
If they see you always buy toothpaste
and milk, they will give you coupons
for milk the next time you buy

toothpaste.
Or if they see most
people buy cereal with
milk, but you don’t,
next time you will get
coupons for cereal.
Other Market Research
Considerations
-profits
Fitzgerald Fun Fact
– more than meets the eye.
A focus group was invited in to
a market research project to
rate some upcoming
commercials. They were given
free drinks and snacks to eat

while they were working.
Unknown to them, the real
research was on the snacks, not
the TV shows. This eliminated
the unconscious observation
bias that might taint a research
project.
Key Terms
•Casual Research
Descriptive Research
•Experimental Research
•Exploratory Research
•Focus Group
Interviewing
•Internal Databases
•Marketing Information
Systems (MIS)
•Marketing Intelligence
•Marketing Research

•On-line Databases
•On-line (Internet) Marketing
Research
•Observational Research
•Primary Data
•Sample
•Secondary Data
•Single-source Data Systems
•Survey Research
Relevant Websites
http://www.acnielsen.com
http://www.knowthis.com/research/marketingresearch.htm
http://www.marketresearch.com
http://www.decisionanalyst.com

http://www.researchinfo.com
http://www.hoovers.com
http://www.barrons.com
http://somark.thomasregister.com
http://www.dbisna.com/dbis/dnbhome.htm
http://www.acnielsen.com/
http://www.knowthis.com/research/marketingresearch.htm
http://www.marketresearch.com/
http://www.decisionanalyst.com/
http://www.researchinfo.com/
http://www.hoovers.com/
http://www.barrons.com/
http://somark.thomasregister.com/
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