First Step

Question 1

Micro-environnement

Answer 1

The actors close to the company that affects its ability to serve its customers
Ex, publics, the company, suppliers, marketing intermediary’s, customers, competitors

Question 2

Macro-environment

Answer 2

The larger societal forces that affect the micro-environment-demographic, economic, ecological, technological, political, cultural

Question 3

Stimulus-response model of buyer behavior

Answer 3

First, 
Marketing
-The 4 Ps
Other stimuli
-economic 
-technological 
-political 
-eco
-cultural

Second,
Buyers black box
-buyer characteristics
-buyer decision process

Third,
Buyer responses
-product choice 
-dealer choice 
-purchase timing 
-purchase amount

Question 4

Designing international marketing channels

Answer 4

Exporting

• Direct
• Indirect

Joint venturing

• Licencing
• contract manufacturing
• management contracting
• joint ownership

Direct investment

• Assembly facilities
• Manyfacturing facilities

Question 5

Marketing process

Answer 5

1. Understand the marketplace and customer needs and wants
2. Design a customer-driven marketing strategy
3. Construct an integrated marketing programme that delivers superior value
4. Build profitable relationships and create customer delight
5. Capture value from customers to create profits and customer equity

Question 6

Steps in developing effective marketing communication

Answer 6

1. Identify the target audience
2. Determining the communication objectives
3. Designing a message
4. Choosing communication channels
5. Selecting the message source
6. Collecting feedback