Mm ppt 03 r

Gathering Information and Scanning the Environment

3

Marketing ManagementA South Asian Perspective, 13th ed

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 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?


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


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.


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?


Internal Records and Marketing Intelligence

Order-to-PaymentCycle

Databases,Warehousing,

Data Mining

MarketingIntelligence

System

Sales Information

System


Steps to Improve Marketing Intelligence

Train sales force to scan for new developmentsTrain sales force to scan for new developments

Motivate channel members to share intelligenceMotivate channel members to share intelligence

Network externallyNetwork externally

Utilize a customer advisory panelUtilize a customer advisory panel

Utilize government data resourcesUtilize government data resources

Purchase informationPurchase information

Collect customer feedback onlineCollect customer feedback online


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

Sources of Information

• If you want to gather external data and information what are the possible sources?



Needs and Trends

Fad

Trend

Megatrend


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


Population and Demographics

• Population growth• Population age mix• Ethnic markets

• Educational groups• Household patterns• Geographical shifts


Mobilink-Disney D 100 Mobile

Phone


Population Age Groups

Preschool

School-age

Teens

25-40

40-65

65+


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


Social-Cultural Environment

Views of themselvesViews of themselves

Views of othersViews of others

Views of natureViews of nature

Views of organizationsViews of organizations

Views of societyViews of society

Views of the universeViews of the universe


Islamic Banking: Reflecting Religious and Cultural Sensitivities

• Consistent with principles of Islamic Laws (Shariah)

• Prohibits investing in business that are considered unlawful

• Growth is due to disenchantment with value-neutral capitalist and socialist financial systems

• Popular in Pakistan and Bangladesh, • National and international banks want to start

Islamic banking in India


Cartoon Network’s New Generation Survey

• Achieving good grades at school – all respondents• Looking good – 90% of respondents• Being religious/traditional – 84% of respondents• Having boyfriend/girlfriend – 40% of respondents• Career aspirations – One-third wanted to be

doctor, 21% of wanted to be engineer


Natural Environment

Shortage of raw materials

Increasedenergy costs

Anti-pollutionpressures

Governmentalprotections


Toyota Experienced Success with Green Cars


Technological Environment

Pace of change

Opportunitiesfor innovation

Varying R&D budgets

Increased regulationof change


Political-Legal Environment

Increase in business legislation

Growth of specialinterest groups


Marketing Debate

Is consumer behavior more a function of a person’s age or generation?

Take a position:1. Age differences are fundamentally more important than cohort effects.or2. Cohort effects can dominate age differences.


Marketing Discussion

What brands do you feel successfully speak to you?

Effectively target your age group? Which ones do not? What could they do better?