Transcript Chapter_03
3
Gathering Information and Scanning the Environment
Marketing Management, 13
th
ed
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?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-2
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. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-3
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?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-4
Internal Records and Marketing Intelligence
• Order-to-payment cycle • Sales information system • Databases, warehousing, data mining • Marketing intelligence system Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-5
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 sources • Collect customer feedback online • Purchase information Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-6
Table 3.2 Secondary Commercial Data Sources
• Nielsen • MRCA • Information Resources • SAMI/Burke • Simmons • Arbitron Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-7
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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-8
Needs and Trends
• Fads • Trends • Megatrends Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-9
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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-10
Environmental Forces
• Demographic • Economic • Socio-cultural • Natural • Technological • Political-legal Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-11
Population and Demographics
• Population growth • Population age mix • Ethnic markets • Educational groups • Household patterns • Geographical shifts Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-12
Economic Environment
• Income Distribution • Savings, Debt, and Credit Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-13
Social-Cultural Environment
• Views of themselves • Views of others • Views of organizations • Views of society • Views of nature • Views of the universe Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-14
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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-15
Natural Environment
• Shortage of raw materials • Increased energy costs • Anti-pollution pressures • Governmental protections Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-16
Keys to Avoiding Green Marketing Myopia
• Consumer Value Positioning • Calibration of Consumer Knowledge • Credibility of Product Claims Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-17
Technological Environment
• Pace of change • Opportunities for innovation • Varying R&D budgets • Increased regulation of change Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-18