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  1. 1. MARKETING MANAGEMENT 12 th edition 3 Gathering Information and Scanning the Environment Kotler Keller
  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 Order-to-Payment Cycle Databases, Warehousing, Data Mining Marketing Intelligence System Sales Information System
  6. 6. 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
  7. 7. Table 3.2 Secondary Commercial Data Sources Nielsen Information Resources, Inc. MRCA Arbitron Simmons SAMI/Burke
  8. 8. Needs and Trends Fad Trend Megatrend
  9. 9. 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>
  10. 10. Environmental Forces Demographic Economic Political-Legal Socio-Cultural Technological Natural
  11. 11. 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>
  12. 12. Mattel Markets in China
  13. 13. Population Age Groups Preschool School-age Teens 25-40 40-65 65+
  14. 14. Schwab’s Chinese-language Web site
  15. 15. Household Patterns
  16. 16. 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>
  17. 17. Types of Industrial Structures Industrial economies Subsistence economies Raw-material- exporting economies Industrializing economies
  18. 18. India – An Industrializing Economy
  19. 19. Saudi Arabia – A Raw-Material Exporting Economy
  20. 20. The Gap “look” is recognizable everywhere
  21. 21. Social-Cultural Environment Views of themselves Views of others Views of nature Views of organizations Views of society Views of the universe
  22. 22. Table 3.4 Most Popular American Leisure Activities <ul><li>Walking </li></ul><ul><li>Gardening </li></ul><ul><li>Swimming </li></ul><ul><li>Photography </li></ul><ul><li>Bicycling </li></ul><ul><li>Fishing </li></ul><ul><li>Bowling </li></ul><ul><li>Camping </li></ul><ul><li>Jogging </li></ul><ul><li>Free weights </li></ul><ul><li>Golf </li></ul><ul><li>Continuing education </li></ul>
  23. 23. Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections
  24. 24. Technological Environment Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change
  25. 25. Political-Legal Environment Increase in business legislation Growth of special interest groups
  26. 26. Unit Pricing on Store Shelves
  27. 27. Marketing Debate Take a position: 1. Age differences are fundamentally more important than cohort effects. 2. Cohort effects can dominate age differences.
  28. 28. Marketing Discussion What brands do you feel successfully speak to you? Effectively target your age group? Why? Which ones do not?