MARKETING MANAGEMENT 12 th edition 3 Gathering Information

MARKETING MANAGEMENT 12 th edition 3 Gathering Information and Scanning the Environment Kotler Keller

Chapter Questions_1 • What are the components of a modern marketing information system? • What are useful internal records? • What is involved in a marketing intelligence system? 2

Chapter Questions_2 • What are the key methods for tracking and identifying opportunities in the macroenvironment? • What are some important macroenvironment developments? 3

MIS Probes for Information • 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? 4

Internal Records Order-to-Payment Cycle Sales Information System Databases, Warehousing, Data Mining Marketing Intelligence System 5

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 6

Table 3. 2 Secondary Commercial Data Sources Nielsen SAMI/Burke MRCA Simmons Information Resources, Inc. Arbitron 7

Needs and Trends Fad Trend Megatrend 8

10 Megatrends Shaping the Consumer Landscape • Aging boomers • Delayed retirement • Changing nature of work • Greater educational attainment • Labor shortages • Increased immigration • Rising Hispanic influence • Shifting birth trends • Widening geographic differences • Changing age structure 9

Environmental Forces Demographic Political-Legal Economic Technological Socio-Cultural Natural 10

Population and Demographics • • • Size Growth rate Age distribution Ethnic mix Educational levels • Household patterns • Regional characteristics • Movement 11

Mattel Markets in China 12

Population Age Groups 65+ 40 -65 25 -40 Teens School-age Preschool 13

Schwab’s Chinese-language Web site 14

Household Patterns 15

Economic Environment $ Purchasing Power $ Income Distribution $ Savings Rate $ Debt $ Credit Availability 16

Types of Industrial Structures Industrial economies Industrializing economies Raw-materialexporting economies Subsistence economies 17

India – An Industrializing Economy 18

Saudi Arabia – A Raw-Material Exporting Economy 19

The Gap “look” is recognizable everywhere 20

Social-Cultural Environment Views of themselves Views of others Views of organizations Views of society Views of nature Views of the universe 21

Table 3. 4 Most Popular American Leisure Activities • • • Walking Gardening Swimming Photography Bicycling Fishing • • • Bowling Camping Jogging Free weights Golf Continuing education 22

Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections 23

Technological Environment Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change 24

Political-Legal Environment Increase in business legislation Growth of special interest groups 25

Unit Pricing on Store Shelves 26

Marketing Debate Take a position: 1. Age differences are fundamentally more important than cohort effects. 2. Cohort effects can dominate age differences. 27

Marketing Discussion What brands do you feel successfully speak to you? Effectively target your age group? Why? Which ones do not? 28