markma marcelo chapter3_images
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TRANSCRIPT
Chapter 3:
Gathering Information andScanning the Environment
Inspired by the “taxi story”.. a decade ago.
Gathering Information:
I need to go to SM Co and CCP
Internal Records
Market Intelligence
Market Research
Gathering Information:
Internal Records
Gathering Information:
Internal Records
Market Intelligence
Gathering Information:
Internal Records
Market Intelligence
Market Research
Gathering Information: Types of Research data
I was at RoadX. There was heavy traffic.
Primary data.
Traffic is light at Road Y.
Secondary data.
Gathering Information:
Okay, let’s take Road Y
Market Analysis
Scanning the Environment:Micro and Macro Environment
Co
Scanning the Environment: Micro Environment
need to get
Supplies to help
Market my
Company
Co
CCP
Scanning the Environment: Micro Environment
need to get
Supplies to help
Market my
Company
We joined a
Competition about today’s
Customers. It is open to the
Public.
CCP…
Scanning the Environment:
Inside
Macro Environment
Scanning the Environment: Macro Environment
De
CultureEconomicNaturalTechnology
DemographicsPolitical
CENT Po
Co
CCP
CENT DePo
MIS
Gathering Information and Scanning the Environment
Thank you!