MKT1003/MKT1705: Analysis of the Marketing Environment: Principles of Marketing Report, NUS, Singapore

Brief:

Selected Brand of Product / Service: ___

Introduction

Part 1: Analysis of the Marketing Environment

Social forces

• Demographics
• Culture

Economic forces

• Macroeconomic conditions
• Consumer income

Technological forces

• Changing technology

Competitive forces

• Alternative forms of competition

Regulatory forces

• Laws and legislation

Conscious marketing

• Employees and families
• Current/potential customers
• Partners/competitors
• Community/ environment

Part 2: Psychological Influences on Consumer Behaviour

• Motivation and Personality
• Perception: perceived risk
• Learning
• Attitudes and Beliefs
• Consumer Lifestyle

Part 3: Social-cultural Influences on Consumer Behaviour

• Personal Influence
• Reference Groups
• Family Influence
• Social Class
• Culture and Subculture: 5 steps of the consumer decision process.
• 5 steps of the consumer decision process: Prepare a list of questions to ask the respondent
• Conclusion
• Citations and References