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Session 4   MG 220 MBA - 26 Aug 10
Session 4   MG 220 MBA - 26 Aug 10
Session 4   MG 220 MBA - 26 Aug 10
Session 4   MG 220 MBA - 26 Aug 10
Session 4   MG 220 MBA - 26 Aug 10
Session 4   MG 220 MBA - 26 Aug 10
Session 4   MG 220 MBA - 26 Aug 10
Session 4   MG 220 MBA - 26 Aug 10
Session 4   MG 220 MBA - 26 Aug 10
Session 4   MG 220 MBA - 26 Aug 10
Session 4   MG 220 MBA - 26 Aug 10
Session 4   MG 220 MBA - 26 Aug 10
Session 4   MG 220 MBA - 26 Aug 10
Session 4   MG 220 MBA - 26 Aug 10
Session 4   MG 220 MBA - 26 Aug 10
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Session 4 MG 220 MBA - 26 Aug 10

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Session 4 …

Session 4
MG 220 Marketing Management
MBA-10

Published in: Business
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  • 1. Part 2: Capturing Market Insights
    > Review and revision of Part 1 with local examples
    > Gathering Information & Scanning the environment
    > Key Concepts in complete Chapter 3 will be covered
    Class Presentation | Session 4 | 26 Aug 2010
  • 2. Components of a modern MIS(Marketing Information System)
    Everyone needs to observe the environment but marketers have two advantages:
    Disciplined methods for collecting information
    More time for interacting with customers & observe competition
    Marketers understand and have extensive information on consumption patterns
    Companies with superior information enjoy a competitive advantage
    MG 220 Marketing Management
    2
  • 3. Components of a modern MIS(Marketing Information System)
    Marketing Information System
    Consists of:
    People, Equipment and Procedures to Gather, Sort, Analyze and Distributeneeded, timely and accurate information to marketing decision-makers
    MG 220 Marketing Management
    3
  • 4. Components of a modern MIS(Marketing Information System)
    Marketing Information System
    is developed from:
    Company’s internal records
    Marketing Intelligence Activities
    Marketing Research
    MIS should be a cross between:
    What managers think they need
    What managers really need
    What is economically feasible
    MG 220 Marketing Management
    4
  • 5. Internal Records & Marketing Intelligence
    Order-to-payment cycle
    Review of sales process & its complete transaction flow
    Doing it accurately and timely is the key
    Sales Information Systems
    Timely & accurate reports on current sales
    Need to correctly interpret sales data (red or yellow mustang?)
    Database, Data Warehousing and Data MiningCustomer databases, product databases, salespersons databases
    Use them to interact correctly with customers
    MG 220 Marketing Management
    5
  • 6. Internal Records & Marketing Intelligence
    Marketing Intelligence System
    A set of procedures and sources managers use to obtain everyday information about developments in marketing environment
    Several steps
    Train and motivate sales force to gather & report information
    Motivate distributors, retailers etc. to pass information (Mystery shopping)
    Network externally (purchasing competitors’ products, attend their events etc. )
    Customer advisory panels (interact with selected customers)
    Government data resources (census reports etc.)
    Purchase information from research houses etc.
    Online customer feedback for competitive intelligence
    MG 220 Marketing Management
    6
  • 7. Analyzing the Macroenvironment
    Successful companies recognize and respond profitably to unmet needs and trends
    Fad, trend & megatrend
    Fad is a “unpredictable”, short-lived and without social, economic, political significance. (a new style of clothing)
    Trend is a direction of sequence of events that has some momentum and more predictable and durable than fads. (music scene in Pakistan)
    Megatrends are large social, economic, political and technological changes that are slow to form and [once in place], they influence us for sometime. (access to TV/news all over Pakistan)
    MG 220 Marketing Management
    7
  • 8. Analyzing the Macroenvironment
    Identifying the major forces
    Demographic
    Economic
    Social-cultural
    Natural
    Technological
    Political-legal
    MG 220 Marketing Management
    8
  • 9. Analyzing the Macroenvironment
    Demographic
    Main demographic is population
    Population growth
    Differences and trends in different countries and regions and even cities
    Population Age mix
    Ethnicity
    Educational
    Household patterns
    Family structures, collective lifestyles
    Geographical shifts in population
    MG 220 Marketing Management
    9
  • 10. Analyzing the Macroenvironment
    Economic
    Markets require purchasing power [and people!]
    Few important trends
    Income distribution – a key development indicator
    Savings, Debt & credit availability
    Outsourcing & Free trade
    MG 220 Marketing Management
    10
  • 11. Analyzing the Macroenvironment
    Social-Cultural Environment
    Society’s impact on individuals and groups
    Some interesting ‘views’
    How people view themselves
    How people view others
    How people view companies, organizations
    How people view their society and values
    How people view nature
    How people view life, universe, religion
    Core beliefs and secondary beliefs
    Sub-cultures
    Shift of cultural values through time
    MG 220 Marketing Management
    11
  • 12. Analyzing the Macroenvironment
    Natural
    Degradation of natural environment is a serious issue
    Important O&Ts
    Shortage of Raw materials
    Infinite
    finite renewable
    finite non-renewable
    Increased energy costs
    Anti-pollution pressures
    Changing role of governments
    MG 220 Marketing Management
    12
  • 13. Analyzing the Macroenvironment
    Technological
    Changing the way we live and that too rapidly!
    Innovation and new concepts
    Cutting-edge research
    MG 220 Marketing Management
    13
  • 14. Analyzing the Macroenvironment
    Political-Legal Environment
    Businesses are being regulated and more controlled
    SIGs
    How companies can tackle with lobbying Special Interest Groups
    MG 220 Marketing Management
    14
  • 15. Part 2: Capturing Market Insights
    > The Marketing Research System
    > The Marketing Research Process
    > QUIZ for Part 1 (Session 1 – 3)
    Class Presentation | Session 5 | 30 Aug 2010

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