Transcript Kotler_MM_13e_Overheads_03

3
Gathering Information and
Scanning the Environment
Marketing Management, 13th ed
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?
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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
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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?
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Internal Records and
Marketing Intelligence
Order-to-Payment
Cycle
Sales
Information
System
Databases,
Warehousing,
Data Mining
Marketing
Intelligence
System
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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
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Table 3.2
Secondary Commercial Data Sources
Nielsen
SAMI/Burke
MRCA
Simmons
Information
Resources, Inc.
Arbitron
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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
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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
• 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
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Population and Demographics
• Population growth
• Population age mix
• Ethnic markets
• Educational groups
• Household patterns
• Geographical shifts
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Schwab’s Chinese-language Web site
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Social-Cultural Environment
Views of themselves
Views of others
Views of organizations
Views of society
Views of nature
Views of the universe
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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
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Natural Environment
Shortage of
raw materials
Increased
energy costs
Anti-pollution
pressures
Governmental
protections
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Figure 3.1 Consumer
Environmental Segments
True Blue Greens (30%)
Greenback Greens (10%)
Sprouts (26%)
Grousers (15%)
Apathetics (18%)
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Technological Environment
Pace of change
Opportunities
for innovation
Varying R&D
budgets
Increased regulation
of change
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Political-Legal Environment
Increase in
business legislation
Growth of special
interest groups
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