3
Gathering Information and
Scanning the Environment

Marketing Management
A South Asian Perspective, 13th ed
Chapter Questions
• What are the components of a modern
marketing information system?
• What are useful internal records?
...
MIS Systems Provide Information on
Buyer Preferences and Behavior:
Dupont’s Pillow Study
Pillow Segments
• 23% - stackers
...
What is a
Marketing Information System (MIS)?
A marketing information system
consists of people, equipment, and
procedures...
Table 3.1 Information Needs Probes
• What decisions do you regularly make?
• What information do you need to make these
de...
Internal Records and
Marketing Intelligence

Order-to-Payment
Cycle

Sales
Information
System

Databases,
Warehousing,
Dat...
Steps to Improve Marketing Intelligence
Train sales force to scan for new developments
Train sales force to scan for new d...
Sources of Competitive Information
• Independent customer goods and service
review forums
• Distributor or sales agent fee...
Sources of Information
• If you want to gather external data and
information what are the possible
sources?

Copyright © 2...
Needs and Trends

Fad
Trend
Megatrend

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd.

3-10
Trends Shaping the
Business Landscape
• Profound shifts in
centers of economic
activity
• Increases in publicsector activi...
Population and Demographics
• Population growth
• Population age mix
• Ethnic markets

Copyright © 2009 Dorling Kindersley...
Mobilink-Disney
D 100 Mobile
Phone

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd.

3-13
Population Age Groups

65+
40-65
25-40
Teens
School-age
Preschool
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd.

3...
Economic Environment
• Income Distribution
• Savings, Debt, and
Credit
• Levi’s has responded to
changes in income
distrib...
Social-Cultural Environment
Views of themselves
Views of themselves
Views of others
Views of others
Views of organizations...
Islamic Banking: Reflecting
Religious and Cultural Sensitivities
• Consistent with principles of Islamic Laws
(Shariah)
• ...
Cartoon Network’s New
Generation Survey
•
•
•
•
•

Achieving good grades at school – all respondents
Looking good – 90% of...
Natural Environment
Shortage of
raw materials
Increased
energy costs
Anti-pollution
pressures
Governmental
protections
Cop...
Toyota Experienced Success
with Green Cars

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd.

3-20
Technological Environment
Pace of change
Opportunities
for innovation
Varying R&D
budgets
Increased regulation
of change
C...
Political-Legal Environment

Increase in
business legislation

Growth of special
interest groups

Copyright © 2009 Dorling...
Marketing Debate
 Is consumer behavior more a function
of a person’s age or generation?
Take a position:
1. Age differenc...
Marketing Discussion

 What brands do you feel
successfully speak to you?
 Effectively target your age group?
 Which on...
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  1. 1. 3 Gathering Information and Scanning the Environment Marketing Management A South Asian Perspective, 13th ed
  2. 2. 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? Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-2
  3. 3. 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 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-3
  4. 4. 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. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-4
  5. 5. 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? Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-5
  6. 6. Internal Records and Marketing Intelligence Order-to-Payment Cycle Sales Information System Databases, Warehousing, Data Mining Marketing Intelligence System Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-6
  7. 7. Steps to Improve Marketing Intelligence Train sales force to scan for new developments Train sales force to scan for new developments Motivate channel members to share intelligence Motivate channel members to share intelligence Network externally Network externally Utilize a customer advisory panel Utilize a customer advisory panel Utilize government data resources Utilize government data resources Purchase information Purchase information Collect customer feedback online Collect customer feedback online Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-7
  8. 8. 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 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-8
  9. 9. Sources of Information • If you want to gather external data and information what are the possible sources? Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-9
  10. 10. Needs and Trends Fad Trend Megatrend Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-10
  11. 11. Trends Shaping the Business Landscape • Profound shifts in centers of economic activity • Increases in publicsector activity • Change in consumer landscape • Technological connectivity • Scarcity of well-trained talent Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. • 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 3-11
  12. 12. Population and Demographics • Population growth • Population age mix • Ethnic markets Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. • Educational groups • Household patterns • Geographical shifts 3-12
  13. 13. Mobilink-Disney D 100 Mobile Phone Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-13
  14. 14. Population Age Groups 65+ 40-65 25-40 Teens School-age Preschool Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-14
  15. 15. 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 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-15
  16. 16. Social-Cultural Environment Views of themselves Views of themselves Views of others Views of others Views of organizations Views of organizations Views of society Views of society Views of nature Views of nature Views of the universe Views of the universe Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-16
  17. 17. 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 valueneutral capitalist and socialist financial systems • Popular in Pakistan and Bangladesh, • National and international banks want to start Islamic banking in India Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-17
  18. 18. 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 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-18
  19. 19. Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-19
  20. 20. Toyota Experienced Success with Green Cars Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-20
  21. 21. Technological Environment Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-21
  22. 22. Political-Legal Environment Increase in business legislation Growth of special interest groups Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-22
  23. 23. 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. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-23
  24. 24. 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? Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-24

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