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Kotler mm 13e_basic_03

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Materi kuliah Prof. Asep Hermawan

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Kotler mm 13e_basic_03

  1. 1. Gathering Information and Scanning the Environment Marketing Management, 13th ed 3
  2. 2. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-2 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?
  3. 3. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-3 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.
  4. 4. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-4 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?
  5. 5. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-5 Internal Records and Marketing Intelligence • Order-to-payment cycle • Sales information system • Databases, warehousing, data mining • Marketing intelligence system
  6. 6. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-6 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 sources • Collect customer feedback online • Purchase information
  7. 7. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-7 Table 3.2 Secondary Commercial Data Sources • Nielsen • MRCA • Information Resources • SAMI/Burke • Simmons • Arbitron
  8. 8. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-8 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
  9. 9. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-9 Needs and Trends • Fads • Trends • Megatrends
  10. 10. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-10 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
  11. 11. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-11 Environmental Forces • Demographic • Economic • Socio-cultural • Natural • Technological • Political-legal
  12. 12. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-12 Population and Demographics • Population growth • Population age mix • Ethnic markets • Educational groups • Household patterns • Geographical shifts
  13. 13. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-13 Economic Environment • Income Distribution • Savings, Debt, and Credit
  14. 14. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-14 Social-Cultural Environment • Views of themselves • Views of others • Views of organizations • Views of society • Views of nature • Views of the universe
  15. 15. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-15 Table 3.3 Most Popular American Leisure Activities • Reading • TV Watching • Spending time with family • Going to movies • Fishing • Computer activities • Gardening • Renting movies • Walking • Exercise • Listening to music
  16. 16. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-16 Natural Environment • Shortage of raw materials • Increased energy costs • Anti-pollution pressures • Governmental protections
  17. 17. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-17 Keys to Avoiding Green Marketing Myopia • Consumer Value Positioning • Calibration of Consumer Knowledge • Credibility of Product Claims
  18. 18. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-18 Technological Environment • Pace of change • Opportunities for innovation • Varying R&D budgets • Increased regulation of change

Materi kuliah Prof. Asep Hermawan

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