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GATHERING INFORMATION Marc Edsel C. Ayes Ateneo School of Medicine & Public Health May 12, 2010 Top 10 Concepts Scanning t...
Outline:  Gathering information <ul><li>Marketing Information Systems </li></ul><ul><li>Components of an MIS </li></ul><ul...
Concept 1: Marketing Information Systems help in making marketing decisions <ul><li>Track trends </li></ul><ul><li>Monitor...
Concept 1: Examples <ul><li>Kotler:  DuPont Comforel pillows </li></ul><ul><li>Local:  SMART – RED mobile </li></ul><ul><l...
Concept 2: Marketing Information Systems (MIS) are composed of… People Procedures Information DECISION! Equipment
<ul><li>Internal records </li></ul><ul><ul><li>What’s inside? </li></ul></ul><ul><li>Marketing Intelligence </li></ul><ul>...
Concept 2: Examples <ul><li>Kotler:  Wal-Mart; Wells Fargo </li></ul><ul><li>  A.C. Nielsen </li></ul><ul><li>Local:  pino...
<ul><li>Fad  – short-lived, insignificant </li></ul><ul><li>Trend  – direction, shape of the future </li></ul><ul><li>Mega...
Concept 3: Examples <ul><li>Kotler:  FedEx; Dockers </li></ul><ul><li>Local:  Mini Stop; Serendra </li></ul><ul><li>Medica...
<ul><li>Monitor population </li></ul><ul><li>People make up markets </li></ul>Concept 4: Demographic composition counts
Concept 4: Examples <ul><li>Kotler:  MTVTr3s </li></ul><ul><li>Local:  Bodhi in Greenhills </li></ul><ul><li>  FHM Philipp...
<ul><li>Income distribution </li></ul><ul><li>Savings, debt, credit </li></ul>Concept 5: Economic forces influence marketi...
Concept 5: Examples <ul><li>Kotler:  Levi’s </li></ul><ul><li>Local:  SM Savemore; Talk ‘n Text </li></ul><ul><li>Medical:...
Concept 6: Socio-cultural beliefs define tastes and preferences SELF OTHER ORGS SOCIETY NATURE UNIVERSE <ul><li>Relationsh...
Concept 6: Examples <ul><li>Kotler:  Beatles, MADD, Frito-Lay’s </li></ul><ul><li>Local:  Pay-day sales (3-day) </li></ul>...
Concept 7: Nature is a stakeholder as well <ul><li>Corporate environmentalism </li></ul><ul><li>Impact of industries </li>...
Concept 7: Examples <ul><li>Kotler:  Toyota Prius </li></ul><ul><li>Local:  Supermarket shopping bags, biodegradeable plas...
Concept 8: Monitor trends in technology <ul><li>Accelerating pace of change </li></ul><ul><li>Opportunities for innovation...
Concept 8: Examples <ul><li>Kotler:  Apple iPod, Human Genome Project </li></ul><ul><li>Local:  Virgin Coconut Oil industr...
Concept 9: Work with laws and special-interest groups <ul><li>Protect businesses, customers, society </li></ul><ul><li>Opp...
Concept 9: Examples <ul><li>Kotler:  Consumerist movement </li></ul><ul><li>Local:  Pink Wheels, Gabriela </li></ul><ul><l...
Concept 10: The 6 forces may interact with one another
Concept 10: Examples <ul><li>Kotler:  Population Growth </li></ul><ul><li>Local:  Natural calamities (Ondoy) </li></ul><ul...
Summary & Conclusion:  Gathering Information <ul><li>To nab the opportunity </li></ul><ul><li>Know yourself </li></ul><ul>...
GATHERING INFORMATION Marc Edsel C. Ayes Ateneo School of Medicine & Public Health May 12, 2010 Top 10 Concepts Scanning t...
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Ayes Report: Kotler-Chapter 3

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Transcript of "Ayes Report: Kotler-Chapter 3"

  1. 1. GATHERING INFORMATION Marc Edsel C. Ayes Ateneo School of Medicine & Public Health May 12, 2010 Top 10 Concepts Scanning the Environment for Marketing Opportunities
  2. 2. Outline: Gathering information <ul><li>Marketing Information Systems </li></ul><ul><li>Components of an MIS </li></ul><ul><li>Identifying trends </li></ul><ul><li>The 6 Environmental Forces </li></ul><ul><li>Conclusion </li></ul>
  3. 3. Concept 1: Marketing Information Systems help in making marketing decisions <ul><li>Track trends </li></ul><ul><li>Monitor & adapt to them </li></ul><ul><li>Make decisions </li></ul>
  4. 4. Concept 1: Examples <ul><li>Kotler: DuPont Comforel pillows </li></ul><ul><li>Local: SMART – RED mobile </li></ul><ul><li>Medical: Center for wellness & aesthetics (TMC) </li></ul><ul><li> Satellite clinics </li></ul>
  5. 5. Concept 2: Marketing Information Systems (MIS) are composed of… People Procedures Information DECISION! Equipment
  6. 6. <ul><li>Internal records </li></ul><ul><ul><li>What’s inside? </li></ul></ul><ul><li>Marketing Intelligence </li></ul><ul><ul><li>What’s outside? </li></ul></ul><ul><li>Marketing Research </li></ul><ul><ul><li>Let’s experiment! </li></ul></ul>Concept 2: Marketing Information Systems (MIS) rely on…
  7. 7. Concept 2: Examples <ul><li>Kotler: Wal-Mart; Wells Fargo </li></ul><ul><li> A.C. Nielsen </li></ul><ul><li>Local: pinoyexchange.com </li></ul><ul><li>Medical: SHAMAN database </li></ul><ul><li> POGS online database </li></ul>
  8. 8. <ul><li>Fad – short-lived, insignificant </li></ul><ul><li>Trend – direction, shape of the future </li></ul><ul><li>Megatrend – slow but long </li></ul>Concept 3: Companies must identify unmet needs and trends
  9. 9. Concept 3: Examples <ul><li>Kotler: FedEx; Dockers </li></ul><ul><li>Local: Mini Stop; Serendra </li></ul><ul><li>Medical: Herbal pharmaceuticals </li></ul><ul><li> Minimally invasive surgery </li></ul>
  10. 10. <ul><li>Monitor population </li></ul><ul><li>People make up markets </li></ul>Concept 4: Demographic composition counts
  11. 11. Concept 4: Examples <ul><li>Kotler: MTVTr3s </li></ul><ul><li>Local: Bodhi in Greenhills </li></ul><ul><li> FHM Philippines </li></ul><ul><li>Medical: Contraceptive pills </li></ul>
  12. 12. <ul><li>Income distribution </li></ul><ul><li>Savings, debt, credit </li></ul>Concept 5: Economic forces influence marketing decisions
  13. 13. Concept 5: Examples <ul><li>Kotler: Levi’s </li></ul><ul><li>Local: SM Savemore; Talk ‘n Text </li></ul><ul><li>Medical: 4D Ultrasound </li></ul><ul><li> Lie-in Clinics </li></ul>
  14. 14. Concept 6: Socio-cultural beliefs define tastes and preferences SELF OTHER ORGS SOCIETY NATURE UNIVERSE <ul><li>Relationships </li></ul><ul><li>Core values & secondary values </li></ul><ul><li>Subcultures </li></ul>
  15. 15. Concept 6: Examples <ul><li>Kotler: Beatles, MADD, Frito-Lay’s </li></ul><ul><li>Local: Pay-day sales (3-day) </li></ul><ul><li>Medical: Circumcision during summer </li></ul>
  16. 16. Concept 7: Nature is a stakeholder as well <ul><li>Corporate environmentalism </li></ul><ul><li>Impact of industries </li></ul><ul><li>Finite resources </li></ul>
  17. 17. Concept 7: Examples <ul><li>Kotler: Toyota Prius </li></ul><ul><li>Local: Supermarket shopping bags, biodegradeable plastic bags </li></ul><ul><li>Medical: Digital x-ray films, electronic prescriptions </li></ul>
  18. 18. Concept 8: Monitor trends in technology <ul><li>Accelerating pace of change </li></ul><ul><li>Opportunities for innovation </li></ul><ul><li>Varying R&D budgets </li></ul><ul><li>Increased regulation </li></ul>
  19. 19. Concept 8: Examples <ul><li>Kotler: Apple iPod, Human Genome Project </li></ul><ul><li>Local: Virgin Coconut Oil industry </li></ul><ul><li>Medical: Medical equipment turnover </li></ul>
  20. 20. Concept 9: Work with laws and special-interest groups <ul><li>Protect businesses, customers, society </li></ul><ul><li>Opportunities </li></ul><ul><li>Pressure groups </li></ul><ul><li>Movement into public domain </li></ul>
  21. 21. Concept 9: Examples <ul><li>Kotler: Consumerist movement </li></ul><ul><li>Local: Pink Wheels, Gabriela </li></ul><ul><li>Medical: Magna Carta of Patient Rights </li></ul>
  22. 22. Concept 10: The 6 forces may interact with one another
  23. 23. Concept 10: Examples <ul><li>Kotler: Population Growth </li></ul><ul><li>Local: Natural calamities (Ondoy) </li></ul><ul><li>Medical: Advances in medical technology </li></ul>
  24. 24. Summary & Conclusion: Gathering Information <ul><li>To nab the opportunity </li></ul><ul><li>Know yourself </li></ul><ul><li>Know what’s going on around you </li></ul><ul><li>and ride the trend </li></ul>
  25. 25. GATHERING INFORMATION Marc Edsel C. Ayes Ateneo School of Medicine & Public Health May 12, 2010 Top 10 Concepts Scanning the Environment for Marketing Opportunities
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