1224690774 kotler mm_13e_basic_03

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marketing management 13th edition chapter 3

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  • 1224690774 kotler mm_13e_basic_03

    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. 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>
    4. 4. 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>
    5. 5. Internal Records and Marketing Intelligence <ul><li>Order-to-payment cycle </li></ul><ul><li>Sales information system </li></ul><ul><li>Databases, warehousing, data mining </li></ul><ul><li>Marketing intelligence system </li></ul>
    6. 6. Steps to Improve Marketing Intelligence <ul><li>Train sales force to scan for new developments </li></ul><ul><li>Motivate channel members to share intelligence </li></ul><ul><li>Network externally </li></ul><ul><li>Utilize a customer advisory panel </li></ul><ul><li>Utilize government data sources </li></ul><ul><li>Collect customer feedback online </li></ul><ul><li>Purchase information </li></ul>
    7. 7. Table 3.2 Secondary Commercial Data Sources <ul><li>Nielsen </li></ul><ul><li>MRCA </li></ul><ul><li>Information Resources </li></ul><ul><li>SAMI/Burke </li></ul><ul><li>Simmons </li></ul><ul><li>Arbitron </li></ul>
    8. 8. 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>
    9. 9. Needs and Trends <ul><li>Fads </li></ul><ul><li>Trends </li></ul><ul><li>Megatrends </li></ul>
    10. 10. 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>
    11. 11. Environmental Forces <ul><li>Demographic </li></ul><ul><li>Economic </li></ul><ul><li>Socio-cultural </li></ul><ul><li>Natural </li></ul><ul><li>Technological </li></ul><ul><li>Political-legal </li></ul>
    12. 12. 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>
    13. 13. Economic Environment <ul><li>Income Distribution </li></ul><ul><li>Savings, Debt, and Credit </li></ul>
    14. 14. Social-Cultural Environment <ul><li>Views of themselves </li></ul><ul><li>Views of others </li></ul><ul><li>Views of organizations </li></ul><ul><li>Views of society </li></ul><ul><li>Views of nature </li></ul><ul><li>Views of the universe </li></ul>
    15. 15. 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>
    16. 16. Natural Environment <ul><li>Shortage of raw materials </li></ul><ul><li>Increased energy costs </li></ul><ul><li>Anti-pollution pressures </li></ul><ul><li>Governmental protections </li></ul>
    17. 17. 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>
    18. 18. Technological Environment <ul><li>Pace of change </li></ul><ul><li>Opportunities for innovation </li></ul><ul><li>Varying R&D budgets </li></ul><ul><li>Increased regulation of change </li></ul>

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