Primary Sources

Interviews
Surveys
Observations
Focus Groups
Online Surveys
Questionnaires
Customer comments
Letters from customers
 Secondary Sources
Government publications
Statistical Abstract of the USA
Survey of Current Businesses
Census of Retail Trade
Census of Transportation
Annual Survey of Manufacturers
Commercial 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 Marketing
Trade 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
http://www.nationalfisherman.com/
http://coinslot.co.uk/98/102/index.php?
 1860 1870 1880 1890 1900 1910

Production: Produce as much as you can because there was a limitless market (limited production
capacity and vast demand). Greatest marketing need was: distribution and storage.
 1920 1930 1940 1950 1960 1970 1980

ess market (limited production

istribution and storage.

Sales: Production capacity began to exceed demand (mass

production for fist time), so marketing began to emphasize
selling and advertising. Most business did not offer service
after the sale.

Customer demand and competition amongst bus

dramatically and the emphasis switched to the Ma
A customer orientation (customer's needs); 2) Se
(Total organizational effort to meet customer's n
orientation (focus of goods and services that are
 1990 2000 2010

ompetition amongst businesses increase

asis switched to the Marketing Concept: 1)
ustomer's needs); 2) Service orientation
rt to meet customer's needs) 3) A profit
ds and services that are most profitable)

Customer Relationship: Learn as much

as possible about customers so you can
meet and exceed customer's
expectations. Goal: build long-term
loyalty
 1860

1870

1880

1890
Production

1900

1910

1920

1930

1940

1950
Selling

1960

1970

1980
Marketing Concept
 1990

2000
2010

keting Concept

Customer
Relationship
 Find opportunity

Conduct research

Identify a target market

Design a product to meet the need based on

research Product

Do product testing

Determine a brand name, design a package,

and set price Price

Select a distribution system Place

Design a promotional program Promotion

Build a relationship with customers

Consumer 100

Product 25
Place 25
Promotion 25
Price 25

Sociocultural
-Population
shifts
-Values
-Attitudes
-Trends 0.2

Competitive
-Speed
-Service
-Price
-Selection 0.2

Economic
-GDP
-Disposable
Income
-Competition
-Unemployment 0.2

Global
-Trade
agreements
-Competition
-Trends
-Opportunities
-Internet 0.2
Technological
-Computers
-
Telecommunica
tion
-Bar codes
-Data
interchange
-Internet
changes 0.2
4
4
 1

4 5
4 5

4
3

3
1

2
 2