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Marketing Managememnt 13Ed. Chapter 3

Phil Kotler, Kevin Keller

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Marketing Managememnt 13Ed. Chapter 3

  1. 1. Gathering Information and Scanning the Environment 3 Marketing Management A South Asian Perspective, 13th ed
  2. 2. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Chapter Questions • What are the components of a modern marketing information system? • What are useful internal records? • What is involved in a marketing intelligence system? • What are the key methods for tracking and identifying opportunities in the macro environment? • What are some important macro environment developments?
  3. 3. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. MIS Systems Provide Information on Buyer Preferences and Behavior: Dupont’s Pillow Study Pillow Segments • 23% - stackers • 20% - plumpers • 16% - rollers or folders • 16% - cuddlers • 10% - smashers
  4. 4. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. What is a Marketing Information System (MIS)? 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.
  5. 5. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Table 3.1 Information Needs Probes • 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?
  6. 6. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Internal Records and Marketing Intelligence Order-to-Payment Cycle Databases, Warehousing, Data Mining Marketing Intelligence System Sales Information System
  7. 7. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Steps to Improve Marketing Intelligence Train sales force to scan for new developmentsTrain sales force to scan for new developments Motivate channel members to share intelligenceMotivate channel members to share intelligence Network externallyNetwork externally Utilize a customer advisory panelUtilize a customer advisory panel Utilize government data resourcesUtilize government data resources Purchase informationPurchase information Collect customer feedback onlineCollect customer feedback online
  8. 8. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Table 3.2 Secondary Commercial Data Sources AC Nielsen – ORG MARG NCAER CMIE Gallup Pakistan Euromonitor International TAM Media Research
  9. 9. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Sources of Competitive Information • Independent customer goods and service review forums • Distributor or sales agent feedback sites • Combination sites offering customer reviews and expert opinions • Customer complaint sites • Public blogs
  10. 10. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Needs and Trends Fad Trend Megatrend
  11. 11. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Trends Shaping the Business Landscape • Profound shifts in centers of economic activity • Increases in public- sector activity • Change in consumer landscape • Technological connectivity • Scarcity of well-trained talent • Increase in demand for natural resources • Emergence of new global industry structures • Ubiquitous access to information • Management shifts from art to science • Increase in scrutiny of big business practices
  12. 12. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Environmental Forces Demographic EconomicPolitical-Legal Socio-CulturalTechnological Natural
  13. 13. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Population and Demographics • Population growth • Population age mix • Ethnic markets • Educational groups • Household patterns • Geographical shifts
  14. 14. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Mobilink-Disney D 100 Mobile Phone
  15. 15. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Population Age Groups Preschool School-age Teens 25-40 40-65 65+
  16. 16. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Household Patterns
  17. 17. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Economic Environment • Income Distribution • Savings, Debt, and Credit • Levi’s has responded to changes in income distribution by offering an upscale line and a mass market line
  18. 18. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Social-Cultural Environment Views of themselvesViews of themselves Views of othersViews of others Views of natureViews of nature Views of organizationsViews of organizations Views of societyViews of society Views of the universeViews of the universe
  19. 19. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Islamic Banking: Reflecting Religious and Cultural Sensitivities • Consistent with principles of Islamic Laws (Shariah) • Prohibits investing in business that are considered unlawful • Growth is due to disenchantment with value- neutral capitalist and socialist financial systems • Popular in Pakistan and Bangladesh, • National and international banks want to start Islamic banking in India
  20. 20. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Cartoon Network’s New Generation Survey • Achieving good grades at school – all respondents • Looking good – 90% of respondents • Being religious/traditional – 84% of respondents • Having boyfriend/girlfriend – 40% of respondents • Career aspirations – One-third wanted to be doctor, 21% of wanted to be engineer
  21. 21. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections
  22. 22. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Toyota Experienced Success with Green Cars
  23. 23. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Figure 3.1 Consumer Environmental Segments True Blue Greens (30%) Greenback Greens (10%) Sprouts (26%) Apathetics (18%) Grousers (15%)
  24. 24. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Keys to Avoiding Green Marketing Myopia • Consumer Value Positioning • Calibration of Consumer Knowledge • Credibility of Product Claims
  25. 25. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Technological Environment Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change
  26. 26. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Political-Legal Environment Increase in business legislation Growth of special interest groups
  27. 27. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Marketing Debate  Is consumer behavior more a function of a person’s age or generation? Take a position: 1. Age differences are fundamentally more important than cohort effects. or 2. Cohort effects can dominate age differences.
  28. 28. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Marketing Discussion  What brands do you feel successfully speak to you?  Effectively target your age group?  Which ones do not?  What could they do better?

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