Transcript Kotler Keller 03 - Lampung University

3
Gathering Information and
Scanning the Environment
Marketing Management, 13th ed
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.
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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?
3-3
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Internal Records and
Marketing Intelligence
3-4
Order-to-Payment
Cycle
Sales
Information
System
Databases,
Warehousing,
Data Mining
Marketing
Intelligence
System
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Table 3.2
Secondary Commercial Data Sources
3-5
Nielsen
SAMI/Burke
MRCA
Simmons
Information
Resources, Inc.
Arbitron
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Needs and Trends
Fad
Trend
Megatrend
3-6
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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
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• 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
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Environmental Forces
Demographic
Political-Legal
Economic
Technological
Socio-Cultural
Natural
3-8
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Population and Demographics
• Population growth
• Population age mix
• Ethnic markets
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• Educational groups
• Household patterns
• Geographical shifts
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Household Patterns
3-10
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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
3-11
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Natural Environment
Shortage of
raw materials
Increased
energy costs
Anti-pollution
pressures
Governmental
protections
3-12
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Technological Environment
Pace of change
Opportunities
for innovation
Varying R&D
budgets
Increased regulation
of change
3-13
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Political-Legal Environment
Increase in
business legislation
Growth of special
interest groups
3-14
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