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03

  1. 1. Marketing Management Gathering Information and Scanning the Environment Dr. Hitesh Ruparel
  2. 2. Chapter Questions_1 <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>
  3. 3. Chapter Questions_2 <ul><li>What are the key methods for tracking and identifying opportunities in the macroenvironment? </li></ul><ul><li>What are some important macroenvironment developments? </li></ul>
  4. 4. MIS Probes for Information <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 <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 and motivate sales force </li></ul><ul><li>Motivate channel members to share intelligence </li></ul><ul><li>Network externally </li></ul><ul><li>Utilize customer advisory panel </li></ul><ul><li>Utilize government data resources </li></ul><ul><li>Purchase information </li></ul><ul><li>Collect customer feedback online </li></ul>
  7. 7. Needs and Trends Fad Trend Megatrend
  8. 8. 10 Megatrends Shaping the Consumer Landscape <ul><li>Aging boomers </li></ul><ul><li>Delayed retirement </li></ul><ul><li>Changing nature of work </li></ul><ul><li>Greater educational attainment </li></ul><ul><li>Labor shortages </li></ul><ul><li>Increased immigration </li></ul><ul><li>Rising Hispanic influence </li></ul><ul><li>Shifting birth trends </li></ul><ul><li>Widening geographic differences </li></ul><ul><li>Changing age structure </li></ul>
  9. 9. 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>
  10. 10. Population and Demographics <ul><li>Size </li></ul><ul><li>Growth rate </li></ul><ul><li>Age distribution </li></ul><ul><li>Ethnic mix </li></ul><ul><li>Educational levels </li></ul><ul><li>Household patterns </li></ul><ul><li>Regional characteristics </li></ul><ul><li>Movement </li></ul>
  11. 11. Economic Environment <ul><li>Purchasing Power </li></ul><ul><li>Income Distribution </li></ul><ul><li>Savings Rate </li></ul><ul><li>Debt </li></ul><ul><li>Credit Availability </li></ul>
  12. 12. Types of Industrial Structures <ul><li>Industrial economies </li></ul><ul><li>Industrializing economies </li></ul><ul><li>Raw-material exporting economies </li></ul><ul><li>Subsistence economies </li></ul>
  13. 13. 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>
  14. 14. 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>
  15. 15. 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>
  16. 16. Politico-Legal Environment <ul><li>Increasing rate of Legislature Change </li></ul><ul><li>Consumer Empowerment </li></ul><ul><ul><li>Safety </li></ul></ul><ul><ul><li>Information </li></ul></ul><ul><ul><li>Choice </li></ul></ul><ul><ul><li>Representation </li></ul></ul><ul><ul><li>Redressal </li></ul></ul><ul><ul><li>Consumer Education </li></ul></ul>

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