3
Gathering Information and Scanning the Environment
Marketing Management
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: Duponts 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?
Mkting INTELLEGENCE System
Internal Cos. Records
Mkting Research
Marketing Information System
Internal Records and Marketing Intelligence
Sales Information System Marketing Intelligence System
Order-to-Payment Cycle Databases, Warehousing, Data Mining
Marketing Intelligence System
A Marketing Intelligence System is a set of procedures and sources managers use to obtain everyday information about development in the marketing environment
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
Table 3.2 Secondary Commercial Data Sources
AC Nielsen ORG MARG
CMIE
TAM Media Research Euromonitor International Gallup Pakistan
NCAER
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
Needs and Trends
Fad
Trend Megatrend
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
MICRO-Environmental Forces
Company
Publics Suppliers Marketing Intermediaries Customer Markets
Competitors
Micro Environment Contd
1. The Company
Top Management, Finance, R&D, Purchase, Manufacturing, Accounts and like
2. The Suppliers 3. The Marketing Intermediaries
1. Middle Men
i.e. Agents, brokers, dealers, wholesaler, retailer
Warehousing firms and Transportation firms
2. Physical Distribution
3. Marketing Service Agencies
Marketing Research, Advertising Agencies, media firms, marketing consultancy firms
4. Financial Intermediaries
Banks, credit companies, insurance companies
4. The Customers
Contd.
Consumer Markets, Industrial Markets, Reseller markets, Government markets, International markets
5. The Competitors 6. The Publics
1. 2. 3. 4. 5. 6. 7. Financial- bank stock brokers, financial institutes Media- Newspapers, Magazines, radio, tv Government-Departments Citizen consumer organisations, environment groups Local- Neighbour residents, community groups General- public opinion, public image Internal- Workers, officers, board of Directors
MACRO-Environmental Forces
Demographic
Political-Legal Economic
Technological Natural
Socio-Cultural
Population and Demographics
Population growth Population age mix Ethnic markets Educational groups Household patterns Geographical shifts
Population Age Groups
65+ 40-65 25-40 Teens School-age Preschool
Household Patterns
Economic Environment
Income Distribution Savings, Debt, and Credit Levis has responded to changes in income distribution by offering an upscale line and a mass market line
Social-Cultural Environment
Views of themselves Views of others Views of organizations Views of society Views of nature Views 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 valueneutral capitalist and socialist financial systems Popular in Pakistan and Bangladesh, National and international banks want to start Islamic banking in India
Cartoon Networks 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 Increased energy costs Anti-pollution pressures Governmental protections
Toyota Experienced Success with Green Cars
Keys to Avoiding Green 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
Political-Legal Environment
Increase in business legislation
Growth of special interest groups
Marketing Debate
Is consumer behavior more a function of a persons age or generation? Take a position: 1. Age differences are fundamentally more important than cohort effects. or 2. 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?
