Ayes Report: Kotler-Chapter 3
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Ayes Report: Kotler-Chapter 3 Ayes Report: Kotler-Chapter 3 Presentation Transcript

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