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Chapter 03 -Marketing Management "Gathering Information & Scanning the Environment"

Chapter 03 -Marketing Management "Gathering Information & Scanning the Environment"



Chapter 03 -Marketing Management "Gathering Information & Scanning the Environment".

Chapter 03 -Marketing Management "Gathering Information & Scanning the Environment".



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Chapter 03 -Marketing Management "Gathering Information & Scanning the Environment" Chapter 03 -Marketing Management "Gathering Information & Scanning the Environment" Presentation Transcript

  • Gathering Information and Scanning the Environment Marketing Management, 13 th ed 3
  • 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?
  • 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
  • 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.
  • 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?
  • Internal Records and Marketing Intelligence Order-to-Payment Cycle Databases, Warehousing, Data Mining Marketing Intelligence System Sales Information System
  • 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
  • Best Buy’s Use of MIS Best Buy segments its customers into highly differentiated segments known by archetypes like “Buzz,” “Barry,” and “Jill.”
  • Table 3.2 Secondary Commercial Data Sources Nielsen Information Resources, Inc. MRCA Arbitron Simmons SAMI/Burke
  • 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
  • Needs and Trends Fad Trend Megatrend
  • 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
  • Environmental Forces Demographic Economic Political-Legal Socio-Cultural Technological Natural
  • Population and Demographics
    • Population growth
    • Population age mix
    • Ethnic markets
    • Educational groups
    • Household patterns
    • Geographical shifts
  • Mattel Markets in China
  • Population Age Groups Preschool School-age Teens 25-40 40-65 65+
  • Schwab’s Chinese-language Web site
  • Household Patterns
  • 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
  • Social-Cultural Environment Views of themselves Views of others Views of nature Views of organizations Views of society Views of the universe
  • Interest in Nature: A Growing Trend
  • 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
  • Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections
  • Toyota Experienced Success with Green Cars
  • Figure 3.1 Consumer Environmental Segments True Blue Greens (30%) Greenback Greens (10%) Sprouts (26%) Apathetics (18%) Grousers (15%)
  • Keys to Avoiding Green Marketing Myopia
    • Consumer Value Positioning
    • Calibration of Consumer Knowledge
    • Credibility of Product Claims
  • Technological Environment Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change
  • Political-Legal Environment Increase in business legislation Growth of special interest groups
  • Marketing Debate
    • Is consumer behavior more a function
    • of a person’s age or generation?
    • Take a position:
    • Age differences are fundamentally
    • more important than cohort effects.
    • or
    • 2. Cohort effects can dominate age
    • differences.
  • 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?