Transcript Kotler Keller 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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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
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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 sources
• Collect customer feedback online
• Purchase information
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Table 3.2
Secondary Commercial Data Sources
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Nielsen
MRCA
Information Resources
SAMI/Burke
Simmons
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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Needs and Trends
• Fads
• Trends
• Megatrends
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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
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Demographic
Economic
Socio-cultural
Natural
Technological
Political-legal
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Population and Demographics
• Population growth
• Population age mix
• Ethnic markets
• Educational groups
• Household patterns
• Geographical shifts
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Economic Environment
• Income Distribution
• Savings, Debt, and Credit
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Social-Cultural Environment
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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
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Computer activities
Gardening
Renting movies
Walking
Exercise
Listening to music
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Natural Environment
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Shortage of raw materials
Increased energy costs
Anti-pollution pressures
Governmental protections
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Keys to Avoiding
Green Marketing Myopia
• Consumer Value Positioning
• Calibration of Consumer Knowledge
• Credibility of Product Claims
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Technological Environment
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Pace of change
Opportunities for innovation
Varying R&D budgets
Increased regulation of change
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