1. Gathering Information and Scanning the Environment

2. 3-2 Internal Records Order-to-Payment Cycle Databases, Warehousing, Data Mining Marketing Intelligence System Sales Information System

3. 3-3 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

4. 3-4 Table 3.2 Secondary Commercial Data Sources A C Nielsen Mudra Communications Ogilvy & Mather Chaitra Leo Burnett eMpulse Market Search

5. 3-5 Needs and Trends Fad Trend Megatrend

6. 3-6 10 Megatrends Shaping the Consumer Landscape Aging boomers Delayed retirement Changing nature of work Greater educational attainment Labor shortages Increased immigration Rising Hispanic influence Shifting birth trends Widening geographic differences Changing age structure

7. 3-7 Environmental Forces Demographic EconomicPolitical-Legal Socio-CulturalTechnological Natural

8. 3-8 Population and Demographics Size Growth rate Age distribution Ethnic mix Educational levels Household patterns Regional characteristics Movement

9. 3-9 Population Age Groups Preschool School-age Teens 25-40 40-65 65+

10. 3-10 Economic Environment  Purchasing Power  Income Distribution  Savings Rate  Debt  Credit Availability

11. 3-11 Types of Industrial Structures Industrial economies Subsistence economies Raw-material- exporting economies Industrializing economies

12. 3-12 India – An Industrializing Economy

13. 3-13 Saudi Arabia – A Raw-Material Exporting Economy

14. 3-14 The Gap “look” is recognizable everywhere

15. 3-15 Social-Cultural Environment Views of themselves Views of others Views of nature Views of organizations Views of society Views of the universe

16. 3-16 Popular Leisure Activities Walking Gardening Swimming Photography Bicycling Fishing Bowling Camping Jogging Free weights Golf Continuing education

17. 3-17 Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections

18. 3-18 Technological Environment Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change

19. 3-19 Political-Legal Environment Increase in business legislation Growth of special interest groups