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Gathering Information and Scanning the Environment Marketing Management, 13 th ed 3.

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Presentation on theme: "Gathering Information and Scanning the Environment Marketing Management, 13 th ed 3."— Presentation transcript:

1 Gathering Information and Scanning the Environment Marketing Management, 13 th ed 3

2 3-2Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Questions What are the components of a modern marketing information system? What are useful internal records? What is involved in a marketing intelligence system? What are the key methods for tracking and identifying opportunities in the macro environment? What are some important macro environment developments?

3 3-3Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall MIS Systems Provide Information on Buyer Preferences and Behavior: Dupont’s Pillow Study Pillow Segments 23% - stackers 20% - plumpers 16% - rollers or folders 16% - cuddlers 10% - smashers

4 3-4Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall What is a Marketing Information System (MIS)? A marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

5 3-5Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Table 3.1 Information Needs Probes What decisions do you regularly make? What information do you need to make these decisions? What information do you regularly get? What special studies do you periodically request? What information would you want that you are not getting now? What are the four most helpful improvements that could be made in the present marketing information system?

6 3-6Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Internal Records and Marketing Intelligence Order-to-Payment Cycle Databases, Warehousing, Data Mining Marketing Intelligence System Sales Information System

7 3-7Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Steps to Improve Marketing Intelligence Train sales force to scan for new developments Motivate channel members to share intelligence Network externally Utilize a customer advisory panel Utilize government data resources Purchase information Collect customer feedback online

8 3-8Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Best Buy’s Use of MIS Best Buy segments its customers into highly differentiated segments known by archetypes like “Buzz,” “Barry,” and “Jill.”

9 3-9Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Table 3.2 Secondary Commercial Data Sources Nielsen Information Resources, Inc. MRCA Arbitron Simmons SAMI/Burke

10 3-10Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Sources of Competitive Information Independent customer goods and service review forums Distributor or sales agent feedback sites Combination sites offering customer reviews and expert opinions Customer complaint sites Public blogs

11 3-11Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Needs and Trends Fad Trend Megatrend

12 3-12Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Trends Shaping the Business Landscape Profound shifts in centers of economic activity Increases in public- sector activity Change in consumer landscape Technological connectivity Scarcity of well-trained talent Increase in demand for natural resources Emergence of new global industry structures Ubiquitous access to information Management shifts from art to science Increase in scrutiny of big business practices

13 3-13Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Environmental Forces Demographic EconomicPolitical-Legal Socio-CulturalTechnological Natural

14 3-14Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Population and Demographics Population growth Population age mix Ethnic markets Educational groups Household patterns Geographical shifts

15 3-15Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Mattel Markets in China

16 3-16Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Population Age Groups Preschool School-age Teens

17 3-17Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Schwab’s Chinese-language Web site

18 3-18Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Household Patterns

19 3-19Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Economic Environment Income Distribution Savings, Debt, and Credit Levi’s has responded to changes in income distribution by offering an upscale line and a mass market line

20 3-20Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Social-Cultural Environment Views of themselves Views of others Views of nature Views of organizations Views of society Views of the universe

21 3-21Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Interest in Nature: A Growing Trend

22 3-22Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Table 3.3 Most Popular American Leisure Activities Reading TV watching Spending time with family Going to movies Fishing Computer activities Gardening Renting movies Walking Exercise Listening to music

23 3-23Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections

24 3-24Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Toyota Experienced Success with Green Cars

25 3-25Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Figure 3.1 Consumer Environmental Segments True Blue Greens (30%) Greenback Greens (10%) Sprouts (26%) Apathetics (18%) Grousers (15%)

26 3-26Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Keys to Avoiding Green Marketing Myopia Consumer Value Positioning Calibration of Consumer Knowledge Credibility of Product Claims

27 3-27Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Technological Environment Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change

28 3-28Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Political-Legal Environment Increase in business legislation Growth of special interest groups

29 3-29Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Marketing Debate Is consumer behavior more a function of a person’s age or generation? Take a position: 1.Age differences are fundamentally more important than cohort effects. or 2. Cohort effects can dominate age differences.

30 3-30Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Marketing Discussion What brands do you feel successfully speak to you? Effectively target your age group? Which ones do not? What could they do better?


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