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  • By clicking on the video icon, you can launch a short video clip about Burke’s research process.

Environment Environment Presentation Transcript

  • MARKETING MANAGEMENT 12 th edition 3 Gathering Information and Scanning the Environment Kotler Keller
  • Chapter Questions_1
    • What are the components of a modern marketing information system?
    • What are useful internal records?
    • What is involved in a marketing intelligence system?
  • Chapter Questions_2
    • What are the key methods for tracking and identifying opportunities in the macroenvironment?
    • What are some important macroenvironment developments?
  • MIS Probes for Information
    • 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 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
  • Table 3.2 Secondary Commercial Data Sources Nielsen Information Resources, Inc. MRCA Arbitron Simmons SAMI/Burke
  • Needs and Trends Fad Trend Megatrend
  • 10 Megatrends Shaping the Consumer Landscape
    • Aging boomers
    • Delayed retirement
    • Changing nature of work
    • Greater educational attainment
    • Labor shortages
    • Increased immigration
    • Rising Hispanic influence
    • Shifting birth trends
    • Widening geographic differences
    • Changing age structure
  • Environmental Forces Demographic Economic Political-Legal Socio-Cultural Technological Natural
  • Population and Demographics
    • Size
    • Growth rate
    • Age distribution
    • Ethnic mix
    • Educational levels
    • Household patterns
    • Regional characteristics
    • Movement
  • 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
    • Purchasing Power
    • Income Distribution
    • Savings Rate
    • Debt
    • Credit Availability
  • Types of Industrial Structures Industrial economies Subsistence economies Raw-material- exporting economies Industrializing economies
  • India – An Industrializing Economy
  • Saudi Arabia – A Raw-Material Exporting Economy
  • The Gap “look” is recognizable everywhere
  • Social-Cultural Environment Views of themselves Views of others Views of nature Views of organizations Views of society Views of the universe
  • Table 3.4 Most Popular American Leisure Activities
    • Walking
    • Gardening
    • Swimming
    • Photography
    • Bicycling
    • Fishing
    • Bowling
    • Camping
    • Jogging
    • Free weights
    • Golf
    • Continuing education
  • Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections
  • 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
  • Unit Pricing on Store Shelves
  • Marketing Debate Take a position: 1. Age differences are fundamentally more important than cohort effects. 2. Cohort effects can dominate age differences.
  • Marketing Discussion What brands do you feel successfully speak to you? Effectively target your age group? Why? Which ones do not?