MGTB04 Lecture 3 - TA TAs: Yifan Dai...

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TA TAs: Yifan Dai ( yifan.dai11@rotman.utoronto.ca ) Drew Harden ( drew.harden@utoronto.ca ) TA Office Hour Every Wednesday 10:00 – 11:00 am Venue: IC223 9/25/2011 Alison Jing Xu ©All Rights Reserved
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Lecture 3 Marketing Research
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9/25/2011 Importance of Information Alison Jing Xu ©All Rights Reserved
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Why is it Important to Understand the Marketing Environment? The case of Xerox 9/25/2011 Alison Jing Xu ©All Rights Reserved
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Some Facts about Xerox Xerox introduced the first plain-paper office copier nearly 50 years ago. 1960 Xerox entered the Canadian marketing. In 1998, Xerox’s profit were growing at 20% a year and its stock price was soaring. In the next 18 months, Xerox lost some US$38 billion in the market value. By min-2001, its stock price had plunged from US$70 in 1999 to under $5. 9/25/2011 Alison Jing Xu ©All Rights Reserved
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Discussion What are the problems with Xerox? How to solve these problems? 9/25/2011 Alison Jing Xu ©All Rights Reserved
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Recent Actions Xerox now offers a broad portfolio of customer- focused products, software, and services that help its customers manage documents and information. Introduced 100 innovative new products in the last three years. Developing a new identity. 9/25/2011 Alison Jing Xu ©All Rights Reserved
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The Marketing Environment The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers Microenvironment consists of the actors close to the company. Macroenvironment consists of the larger, uncontrollable societal forces.
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Actors in the Microenvironment 9/25/2011 Alison Jing Xu ©All Rights Reserved
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Rumours– The Influence of General Public’s Attitude 9/25/2011 Alison Jing Xu ©All Rights Reserved
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The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers Microenvironment consists of the actors close to the company. Macroenvironment
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MGTB04 Lecture 3 - TA TAs: Yifan Dai...

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