3 Gathering Information and Scanning the Environment

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? 3-2 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

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 3-3 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

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. 3-4 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

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? 3-5 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Internal Records and Marketing Intelligence 3-6 Order-to-Payment Cycle Sales Information System Databases, Warehousing, Data Mining Marketing Intelligence System Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Steps to Improve Marketing Intelligence Train Train sales sales force force to to scan scan for for new new developments developments Motivate Motivate channel channel members members to to share share intelligence intelligence Network Network externally externally Utilize Utilize aa customer customer advisory advisory panel panel Utilize Utilize government government data data resources resources Purchase Purchase information information Collect Collect customer customer feedback feedback online online 3-7 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Best Buy’s Use of MIS Best Buy segments its customers into highly differentiated segments known by archetypes like “Buzz,” “Barry,” and “Jill.” 3-8 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Table 3.2 Secondary Commercial Data Sources 3-9 Nielsen SAMI/Burke MRCA Simmons Information Resources, Inc. Arbitron Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

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 3-10 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Needs and Trends Fad Trend Megatrend 3-11 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

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 3-12 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 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Environmental Forces Demographic Political-Legal Economic Technological Socio-Cultural Natural 3-13 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Population and Demographics Population growth Population age mix Ethnic markets 3-14 Educational groups Household patterns Geographical shifts Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Mattel Markets in China 3-15 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Population Age Groups 65 40-65 25-40 Teens School-age Preschool 3-16 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Schwab’s Chinese-language Web site 3-17 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Household Patterns 3-18 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

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 3-19 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Social-Cultural Environment Views Views of of themselves themselves Views Views of of others others Views Views of of organizations organizations Views Views of of society society Views Views of of nature nature Views Views of of the the universe universe 3-20 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Interest in Nature: A Growing Trend 3-21 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Table 3.3 Most Popular American Leisure Activities Reading TV watching Spending time with family Going to movies Fishing 3-22 Computer activities Gardening Renting movies Walking Exercise Listening to music Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections 3-23 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Toyota Experienced Success with Green Cars 3-24 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Figure 3.1 Consumer Environmental Segments True Blue Greens (30%) Greenback Greens (10%) Sprouts (26%) Grousers (15%) Apathetics (18%) 3-25 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Keys to Avoiding Green Marketing Myopia Consumer Value Positioning Calibration of Consumer Knowledge Credibility of Product Claims 3-26 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Technological Environment Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change 3-27 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Political-Legal Environment Increase in business legislation Growth of special interest groups 3-28 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

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. or 2. Cohort effects can dominate age differences. 3-29 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

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? 3-30 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall