Define macroenvironmental and microenvironmental. What can a mobile phone marketer do to take a more proactive approach to the changes in the marketing environment? Discuss specific forces, including marcoenvironmental and microenvironmental forces.
Chapter 4, Table 4.2 (Planning Primary Data Collection) outlines approaches to conducting research. Identify and explain each step in the collection process. Suppose your company has experienced a decrease in sales in hiking gear and accessories. Explain which data collection plan you would use to gather data.
Explain the term customer relationship management (CRM). According to the textbook, "The most common cause of CRM failures is that companies mistakenly view CRM only as technology and software solutions." What does this statement mean?
Small businesses and nonprofit organizations often lack the resources to conduct extensive market research. Assume that you are the director of fundraising for a small nonprofit organization that focuses on a social issue. List three ways, using limited resources, that you could gather information about your primary donor group.