Top 10 ConceptsGATHERING INFORMATION   and SCANNING the     ENVIRONMENT              Carla A. Azucena   Ateneo School of M...
Outline:Gathering Information1.   Marketing Information Systems (MIS)2.   Components of MIS3.   Identifying trends to meet...
Concept 1:Marketing Information Systems(MIS) help in making marketingdecisions             MIS consists of:People         ...
Concept 1:Marketing Information Systems(MIS) help in making marketingdecisionsMacrotrends        Micro effects
Examples:   Kotler: DuPont Comforel Pillows   Local: SMART (Red mobile)   RP medical: Center for wellness and    Aesthe...
Concept 2:MIS relies on what’s insideand what’s outside   Internal records   Marketing Intelligence   Marketing research
Examples:   Kotler: Wal-mart, Wells Fargo, A.C.    Nielsen   Local: pinoyexchange.com   RP: Shaman (TMC), POGS online  ...
Concept 3:     Recognize and respond to unmet     needs and trends   Fad: unpredictable, short-    lived   Trend: shape ...
Examples:   Kotler: FedEx, Dockers   Local: SM, Ayala land (Serendra,    Avida)   RP medical: Belo, Herbal    pharmaceu...
Concept 4:Six environmental forcesinteract and influence marketingdecisions
Examples:   Kotler: Population Overgrowth   Local: Natural calamities, poverty   RP medical: advances in studies and   ...
Concept 5:Demographic compositionis vital                Population growth                Changes in mixes
Examples:   Kotler: MTVTr3s   Local: MYX, Jolibee, McDonalds, Bodhi   RP medical: Contraceptive pills,    cosmetic surg...
Concept 6:Money counts
Examples:   Kotler: Levi’s Capital E and signature    Line   Local: Ever Gotesco mall, SM savemore   RP medical: 6570 B...
Concept 7:Socio-cultural beliefs determinepreferences
Examples:   Kotler: Beatles, Elvis Presley, Frito-lay   Local: Selecta, Jolibee   RP medical: Pia and Maxene Magalona  ...
Concept 8:Green is the new Blue!
Examples:   Kotler: Toyota Prius   Local: SM reusable shopping bags,    Cebu-Pacific, Starbucks   RP medical: Digital x...
Concept 9:Monitor trends in technology                   Change                   Innovation                   R&D budg...
Examples:   Kotler: iPod, Human Genome project   Local: Globe, Smart   RP medical: Smartphones (iPhone,    blackberry, ...
Concept 10:Work with laws and pressuregroups
Examples:   Kotler: Consumerist movement,    Nutrition labels   Local: Pink wheels   RP medical: Mercury Drug store,   ...
Summary and conclusion:Gathering information….1.   Is important2.   Consists of several components3.   Is the key to oppor...
Top 10 ConceptsGATHERING INFORMATION   and SCANNING the     ENVIRONMENT              Carla A. Azucena   Ateneo School of M...
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Azucena chapter3

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Transcript of "Azucena chapter3"

  1. 1. Top 10 ConceptsGATHERING INFORMATION and SCANNING the ENVIRONMENT Carla A. Azucena Ateneo School of Medicine and Public Health 1
  2. 2. Outline:Gathering Information1. Marketing Information Systems (MIS)2. Components of MIS3. Identifying trends to meet needs and opportunities4. Six environmental forces5. Conclusion
  3. 3. Concept 1:Marketing Information Systems(MIS) help in making marketingdecisions MIS consists of:People Equipment Procedures
  4. 4. Concept 1:Marketing Information Systems(MIS) help in making marketingdecisionsMacrotrends Micro effects
  5. 5. Examples: Kotler: DuPont Comforel Pillows Local: SMART (Red mobile) RP medical: Center for wellness and Aesthetics (TMC)
  6. 6. Concept 2:MIS relies on what’s insideand what’s outside Internal records Marketing Intelligence Marketing research
  7. 7. Examples: Kotler: Wal-mart, Wells Fargo, A.C. Nielsen Local: pinoyexchange.com RP: Shaman (TMC), POGS online database
  8. 8. Concept 3: Recognize and respond to unmet needs and trends Fad: unpredictable, short- lived Trend: shape of the future Megatrend: large changes, slow
  9. 9. Examples: Kotler: FedEx, Dockers Local: SM, Ayala land (Serendra, Avida) RP medical: Belo, Herbal pharmaceuticals
  10. 10. Concept 4:Six environmental forcesinteract and influence marketingdecisions
  11. 11. Examples: Kotler: Population Overgrowth Local: Natural calamities, poverty RP medical: advances in studies and research, new discoveries
  12. 12. Concept 5:Demographic compositionis vital  Population growth  Changes in mixes
  13. 13. Examples: Kotler: MTVTr3s Local: MYX, Jolibee, McDonalds, Bodhi RP medical: Contraceptive pills, cosmetic surgery (Belo), Lie-in clinics
  14. 14. Concept 6:Money counts
  15. 15. Examples: Kotler: Levi’s Capital E and signature Line Local: Ever Gotesco mall, SM savemore RP medical: 6570 Beverly Hills Clinic, 4D ultrasound, medical packages
  16. 16. Concept 7:Socio-cultural beliefs determinepreferences
  17. 17. Examples: Kotler: Beatles, Elvis Presley, Frito-lay Local: Selecta, Jolibee RP medical: Pia and Maxene Magalona for Cervical cancer vaccine
  18. 18. Concept 8:Green is the new Blue!
  19. 19. Examples: Kotler: Toyota Prius Local: SM reusable shopping bags, Cebu-Pacific, Starbucks RP medical: Digital xray films, computerized prescriptions
  20. 20. Concept 9:Monitor trends in technology  Change  Innovation  R&D budgets  regulation
  21. 21. Examples: Kotler: iPod, Human Genome project Local: Globe, Smart RP medical: Smartphones (iPhone, blackberry, PocketPc), telemicroscopy
  22. 22. Concept 10:Work with laws and pressuregroups
  23. 23. Examples: Kotler: Consumerist movement, Nutrition labels Local: Pink wheels RP medical: Mercury Drug store, Magna carta of patient’s rights
  24. 24. Summary and conclusion:Gathering information….1. Is important2. Consists of several components3. Is the key to opportunities4. Involves everybody and is affected by 6 forces5. Entails riding trends
  25. 25. Top 10 ConceptsGATHERING INFORMATION and SCANNING the ENVIRONMENT Carla A. Azucena Ateneo School of Medicine and Public Health 25

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