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Primary Sources

Interviews

Surveys

Observations

Focus Groups

Online Surveys

QuestionnairesCustomer comments

Letters from customers

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Secondary Sources

Government publications

Statistical Abstract of the USA

Survey of Current Businesses

Census of Retail Trade

Census of Transportation

Annual Survey of ManufacturersCommercial Publications

ACNielson Company studies on retailing and media

Marketing Research Corp. of America studies on consumer purchases

Selling Areas - Marketing Inc. reports on food services

Magazines/Newspapers

Economist

BusinessWeek

Fortune

Harvard Business Review

Journal of MarketingTrade Magazines such as National Fisherman or Coinslot

The Wall Street Journal

Internal Sources

Company records - Transactional Data

Balance Sheet

Income Statement

Prior Research Reports

General Sources

Commercial data bases

Google

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http://www.nationalfisherman.com/

http://coinslot.co.uk/98/102/index.php?

http://www.nationalfisherman.com/http://coinslot.co.uk/98/102/index.php?http://coinslot.co.uk/98/102/index.php?http://www.nationalfisherman.com/

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1860 1870 1880 1890 1900 1910

Production: Produce as much as you can because there was a limitless markecapacity and vast demand). Greatest marketing need was: distributio

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1920 1930 1940 1950 1960 1970 1980

t (limited productionand storage.

Sales: Production capacity began to exceed demand (massproduction for fist time), so marketing began to emphasizeselling and advertising. Most business did not offer service

after the sale.

Customer demand and competitiodramatically and the emphasis switc

A customer orientation (customer'(Total organizational effort to meeorientation (focus of goods and ser

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1990 2000 2010

amongst businesses increaseed to the Marketing Concept: 1)needs); 2) Service orientationcustomer's needs) 3) A profit

vices that are most profitable)

Customer Relationship: Learn as muchas possible about customers so you can

meet and exceed customer'sexpectations. Goal: build long-term

loyalty

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1860

1870

1880

1890

1900

1910

1920

1930

1940

1950

1960

1970

1980

Production

Selling

Marketing C

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1990

2000

2010

ncept

CustomerRelationship

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Product

Price

Place

Promotion

Find opportunity

Conduct research

Identify a target market

Design a product to meet the need based onresearch

Do product testing

Determine a brand name, design a package,and set price

Select a distribution system

Design a promotional program

Build a relationship with customers

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Consumer 100

Product 25

Place 25

Promotion 25

Price 25

0.2

0.2

0.2

0.2

Sociocultural-Populationshifts-Values-Attitudes-Trends

Competitive-Speed-Service

-Price-Selection

Economic-GDP-DisposableIncome-Competition-Unemployment

Global-Tradeagreements-Competition-Trends-Opportunities-Internet

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0.2

Technological-Computers-

Telecommunication-Bar codes-Datainterchange-Internetchanges

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4

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1

5

1

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3

4

3

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2

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2

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