madhu ... kotler ppt ..powerpoint

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Gathering Information and

Scanning the Environment

Marketing Management, 13 th ed

3



Chapter Questions

• What are the components of a modernmarketing information system?

• What are useful internal records?

•

What is involved in a marketing intelligencesystem?

• What are the key methods for tracking andidentifying opportunities in the macro

environment?

• What are some important macro environmentdevelopments?



What is aMarketing Information System (MIS)?

A marketing information system consists of people, equipment, andprocedures to gather, sort, analyze,

evaluate, and distribute needed, timely,and accurate information tomarketing decision makers.



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 periodicallyrequest?

• 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 marketinginformation system?



Internal Records andMarketing Intelligence

• Order-to-payment cycle

• Sales information system

•

Databases, warehousing, data mining• Marketing intelligence system



Steps to Improve MarketingIntelligence

• Train sales force to scan for new developments

• Motivate channel members to shareintelligence

• Network externally

• Utilize a customer advisory panel

• Utilize government data sources

• Collect customer feedback online• Purchase information



Secondary Commercial Data Sources

• Nielsen

• MRCA

• Information Resources

• SAMI/Burke

• Simmons

• Arbitron

http://www.nielsenmediaresearch.com/



Sources of Competitive Information

• Independent customer goods and servicereview forums

• Distributor or sales agent feedback sites

• Combination sites offering customer reviewsand expert opinions

• Customer complaint sites

•Public blogs



Needs and Trends

• Fads

• Trends

•

Megatrends



Trends Shaping theBusiness Landscape

• Profound shifts incenters of economicactivity

• Increases in public-sector activity

• Change in consumerlandscape

• Technologicalconnectivity

• Scarcity of well-trainedtalent

• Increase in demand fornatural resources

• Emergence of newglobal industrystructures

• Ubiquitous access toinformation

• Management shiftsfrom art to science

• Increase in scrutiny ofbig business practices



Environmental Forces

• Demographic

• Economic

•

Socio-cultural• Natural

• Technological

• Political-legal



Population and Demographics

• Population growth

• Population age mix

• Ethnic markets

• Educational groups

• Household patterns

• Geographical shifts



Economic Environment

• Income Distribution

• Savings, Debt, and Credit



Social-Cultural Environment

• Views of themselves

• Views of others

•

Views of organizations• Views of society

• Views of nature

• Views of the universe



Most PopularAmerican Leisure Activities

• Reading

• TV Watching

• Spending time with

family

• Going to movies

• Fishing

• Computer activities

• Gardening

• Renting movies

• Walking

• Exercise

• Listening to music



Keys to AvoidingGreen Marketing Myopia

• Consumer Value Positioning

• Calibration of Consumer Knowledge

• Credibility of Product Claims



Technological Environment

• Pace of change

• Opportunities for innovation

•

Varying R&D budgets• Increased regulation of change

madhu ... kotler ppt ..powerpoint

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