Micro & Macro Analysis
In this topic we will:
give you an overview of the changes that have influenced our understanding of marketing
(technical, structural and social changes)
explain in brief the concept of the Consumer Decision Journey and ZMOT as well as the Consequences for marketing research
- present tools for micro-analysis online (Google Trends, Google Campaign Planner, Google Keyword planner, Google Analytics, Freemium tools, etc.)
- explain the Gartner Hype Cycle and Innovation Adoption
Gartner Hype Cycle (VIDEO)
Get an impression of a lecture about the Gartner Hype Cycle.
Google Zero Moment of Truth
The zero moment of truth (ZMOT) refers to the point in the buying cycle when the consumer researches a product, often before the seller even knows that they exist. The number of consumers researching a product online prior to purchase has been on the rise in recent years as the internet and mobile continue to advance. Look how the concept of ZMOT is explained to BA students.
Preparing the marketing plan: micro & macro environment (PRESENTATION)
This charts summarize some of the sources vor analysis of the micro and macro environment.
Hochschule der Medien
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