Gathering Information and Scanning the Environment Marketing Management, 13 th  ed 3
Chapter Questions <ul><li>What are the components of a modern marketing information system? </li></ul><ul><li>What are use...
MIS Systems Provide Information on Buyer Preferences and Behavior: Dupont’s Pillow Study <ul><li>Pillow Segments </li></ul...
What is a  Marketing Information System (MIS)? <ul><li>A  marketing information system  consists of people, equipment, and...
Table 3.1  Information Needs Probes <ul><li>What decisions do you regularly make? </li></ul><ul><li>What information do yo...
Internal Records and  Marketing Intelligence Order-to-Payment Cycle Databases, Warehousing,  Data Mining Marketing Intelli...
Steps to Improve Marketing Intelligence Train sales force to scan for new developments Motivate channel members to share i...
Best Buy’s Use of MIS Best Buy segments its customers into highly differentiated segments known by archetypes like “Buzz,”...
Table 3.2  Secondary Commercial Data Sources Nielsen Information Resources, Inc. MRCA Arbitron Simmons SAMI/Burke
Sources of Competitive Information <ul><li>Independent customer goods and service review forums </li></ul><ul><li>Distribu...
Needs and Trends Fad Trend Megatrend
Trends Shaping the  Business Landscape <ul><li>Profound shifts in centers of economic activity </li></ul><ul><li>Increases...
Environmental Forces Demographic Economic Political-Legal Socio-Cultural Technological Natural
Population and Demographics <ul><li>Population growth </li></ul><ul><li>Population age mix </li></ul><ul><li>Ethnic market...
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 <ul><li>Income Distribution </li></ul><ul><li>Savings, Debt, and Credit </li></ul><ul><li>Levi’s has ...
Social-Cultural Environment Views of themselves Views of others Views of nature Views of organizations Views of society Vi...
Interest in Nature: A Growing Trend
Table 3.3  Most Popular  American Leisure Activities <ul><li>Reading </li></ul><ul><li>TV watching </li></ul><ul><li>Spend...
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%) ...
Keys to Avoiding  Green Marketing Myopia <ul><li>Consumer Value Positioning </li></ul><ul><li>Calibration of Consumer Know...
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 <ul><li>Is consumer behavior more a function  </li></ul><ul><li>of a person’s age or generation? </li></u...
Marketing Discussion <ul><li>What brands do you feel  </li></ul><ul><li>successfully speak to you?  </li></ul><ul><li>Effe...
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Chapter 03 -Marketing Management "Gathering Information & Scanning the Environment"

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

    1. 1. Gathering Information and Scanning the Environment Marketing Management, 13 th ed 3
    2. 2. Chapter Questions <ul><li>What are the components of a modern marketing information system? </li></ul><ul><li>What are useful internal records? </li></ul><ul><li>What is involved in a marketing intelligence system? </li></ul><ul><li>What are the key methods for tracking and identifying opportunities in the macro environment? </li></ul><ul><li>What are some important macro environment developments? </li></ul>
    3. 3. MIS Systems Provide Information on Buyer Preferences and Behavior: Dupont’s Pillow Study <ul><li>Pillow Segments </li></ul><ul><li>23% - stackers </li></ul><ul><li>20% - plumpers </li></ul><ul><li>16% - rollers or folders </li></ul><ul><li>16% - cuddlers </li></ul><ul><li>10% - smashers </li></ul>
    4. 4. What is a Marketing Information System (MIS)? <ul><li>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. </li></ul>
    5. 5. Table 3.1 Information Needs Probes <ul><li>What decisions do you regularly make? </li></ul><ul><li>What information do you need to make these decisions? </li></ul><ul><li>What information do you regularly get? </li></ul><ul><li>What special studies do you periodically request? </li></ul><ul><li>What information would you want that you are not getting now? </li></ul><ul><li>What are the four most helpful improvements that could be made in the present marketing information system? </li></ul>
    6. 6. Internal Records and Marketing Intelligence Order-to-Payment Cycle Databases, Warehousing, Data Mining Marketing Intelligence System Sales Information System
    7. 7. 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. 8. Best Buy’s Use of MIS Best Buy segments its customers into highly differentiated segments known by archetypes like “Buzz,” “Barry,” and “Jill.”
    9. 9. Table 3.2 Secondary Commercial Data Sources Nielsen Information Resources, Inc. MRCA Arbitron Simmons SAMI/Burke
    10. 10. Sources of Competitive Information <ul><li>Independent customer goods and service review forums </li></ul><ul><li>Distributor or sales agent feedback sites </li></ul><ul><li>Combination sites offering customer reviews and expert opinions </li></ul><ul><li>Customer complaint sites </li></ul><ul><li>Public blogs </li></ul>
    11. 11. Needs and Trends Fad Trend Megatrend
    12. 12. Trends Shaping the Business Landscape <ul><li>Profound shifts in centers of economic activity </li></ul><ul><li>Increases in public-sector activity </li></ul><ul><li>Change in consumer landscape </li></ul><ul><li>Technological connectivity </li></ul><ul><li>Scarcity of well-trained talent </li></ul><ul><li>Increase in demand for natural resources </li></ul><ul><li>Emergence of new global industry structures </li></ul><ul><li>Ubiquitous access to information </li></ul><ul><li>Management shifts from art to science </li></ul><ul><li>Increase in scrutiny of big business practices </li></ul>
    13. 13. Environmental Forces Demographic Economic Political-Legal Socio-Cultural Technological Natural
    14. 14. Population and Demographics <ul><li>Population growth </li></ul><ul><li>Population age mix </li></ul><ul><li>Ethnic markets </li></ul><ul><li>Educational groups </li></ul><ul><li>Household patterns </li></ul><ul><li>Geographical shifts </li></ul>
    15. 15. Mattel Markets in China
    16. 16. Population Age Groups Preschool School-age Teens 25-40 40-65 65+
    17. 17. Schwab’s Chinese-language Web site
    18. 18. Household Patterns
    19. 19. Economic Environment <ul><li>Income Distribution </li></ul><ul><li>Savings, Debt, and Credit </li></ul><ul><li>Levi’s has responded to changes in income distribution by offering an upscale line and a mass market line </li></ul>
    20. 20. Social-Cultural Environment Views of themselves Views of others Views of nature Views of organizations Views of society Views of the universe
    21. 21. Interest in Nature: A Growing Trend
    22. 22. Table 3.3 Most Popular American Leisure Activities <ul><li>Reading </li></ul><ul><li>TV watching </li></ul><ul><li>Spending time with family </li></ul><ul><li>Going to movies </li></ul><ul><li>Fishing </li></ul><ul><li>Computer activities </li></ul><ul><li>Gardening </li></ul><ul><li>Renting movies </li></ul><ul><li>Walking </li></ul><ul><li>Exercise </li></ul><ul><li>Listening to music </li></ul>
    23. 23. Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections
    24. 24. Toyota Experienced Success with Green Cars
    25. 25. Figure 3.1 Consumer Environmental Segments True Blue Greens (30%) Greenback Greens (10%) Sprouts (26%) Apathetics (18%) Grousers (15%)
    26. 26. Keys to Avoiding Green Marketing Myopia <ul><li>Consumer Value Positioning </li></ul><ul><li>Calibration of Consumer Knowledge </li></ul><ul><li>Credibility of Product Claims </li></ul>
    27. 27. Technological Environment Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change
    28. 28. Political-Legal Environment Increase in business legislation Growth of special interest groups
    29. 29. Marketing Debate <ul><li>Is consumer behavior more a function </li></ul><ul><li>of a person’s age or generation? </li></ul><ul><li>Take a position: </li></ul><ul><li>Age differences are fundamentally </li></ul><ul><li>more important than cohort effects. </li></ul><ul><li>or </li></ul><ul><li>2. Cohort effects can dominate age </li></ul><ul><li>differences. </li></ul>
    30. 30. Marketing Discussion <ul><li>What brands do you feel </li></ul><ul><li>successfully speak to you? </li></ul><ul><li>Effectively target your age group? </li></ul><ul><li>Which ones do not? </li></ul><ul><li>What could they do better? </li></ul>

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