3_chapter_info & environment scanning

8/3/2019 3_Chapter_Info & Environment Scanning

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Gathering Information and

Scanning the Environment

3 chapter


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Chapter Questions

What are the components of a modern marketinginformation 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?

Source: 2009 Dorling Kindersley- Notes

Collection By Surya2


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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


Collection By Surya


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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.




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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 informationsystem?




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Internal Records and

Marketing Intelligence

Order-to-PaymentCycle

Databases,

Warehousing,Data Mining

Marketing

IntelligenceSystem

Sales

InformationSystem




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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




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Table 3.2

Secondary Commercial Data Sources

AC Nielsen ORG MARG

NCAER

CMIE

Gallup Pakistan

EuromonitorInternational

TAM MediaResearch


http://www.nielsenmediaresearch.com/http://www.nielsenmediaresearch.com/


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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




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Needs and Trends

Fad

Trend

Megatrend


Collection By Surya
http://www.itunes.com/


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Trends Shaping the

Business Landscape

Profound shifts in centers ofeconomic activity

Increases in public-sector

activity

Change in consumerlandscape

Technological connectivity

Scarcity of well-trained talent

Increase in demand fornatural resources

Emergence of new global

industry structures

Ubiquitous access toinformation

Management shifts from art

to science

Increase in scrutiny of bigbusiness practices




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Key Environments

Marketing Environment

The actors and forces that affect a firms ability tobuild and maintain successful relationships with

customers.

Aspects of the marketing environment: Microenvironment

Macroenvironment




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The Microenvironment

Departments within the company impact marketing planning.

Suppliers help create and deliver customer value.

Treat suppliers as partners. Marketing intermediaries help sell, promote, and distribute

goods.

Intermediaries take many forms.




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The Macroenvironment

Customer markets must be studied.

Consumer, business, government, reseller and international

markets exist. Successful companies provide better customer value than the

competition.

Size and industry position help to determine the appropriatecompetitive strategy.

Various publics must also be considered.




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Environmental Forces

Demographic

EconomicPolitical-Legal

Socio-CulturalTechnological

Natural




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Population and Demographics

Population growth

Population age mix

Ethnic markets

Educational groups

Household patterns

Geographical shifts




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Mobilink-DisneyD 100 Mobile

Phone




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Population Age Groups

Preschool

School-ageTeens

25-40

40-65

65+




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Born between 1965 and 1976

First latchkey children

Maintain a cautious economic

outlook

Share new cultural concerns

Represent $125 billion in

annual purchasing power

Will be primary buyers of most

goods by 2010

BabyBoomers

Generation X Generation Y

KeyGenerations




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Born between 1977 and 1994

72 million strong; almost as

large a group as their baby

boomer parents New products, services, and

media cater to GenY

Computer, Internet and

digitally saavy Challenging target for

marketers

BabyBoomers

Generation X Generation Y

KeyGenerations




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Household Patterns


Collection By Surya
http://www.fmf.uni-lj.si/~mohar/Pict/Gore97BB.jpghttp://www.gay.com/


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Economic Environment

Income Distribution

Savings, Debt, and Credit

Levis has responded to changes inincome distribution by offering an

upscale line and a mass market

line


Collection By Surya


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Social-Cultural Environment

Views of themselves

Views of others

Views of nature

Views of organizations

Views of society

Views of the universe




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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




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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% ofwanted to be engineer




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Natural Environment

Shortage ofraw materials

Increasedenergy costs

Anti-pollution

pressures

Governmentalprotections




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Toyota Experienced Success

with Green Cars


http://www.toyota.com/


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Figure 3.1 Consumer

Environmental Segments

True Blue Greens (30%)

Greenback Greens (10%)

Sprouts (26%)

Apathetics (18%)

Grousers (15%)




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Keys to Avoiding

Green Marketing Myopia

Consumer Value Positioning

Calibration of Consumer Knowledge

Credibility of Product Claims




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Technological Environment

Pace of change

Opportunities

for innovation

Varying R&Dbudgets

Increased regulationof change




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Political-Legal Environment

Increase in

business legislation

Growth of special

interest groups




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Marketing Debate

Is consumer behavior more a functionof a persons age or generation?

Take a position:1. Age differences are fundamentally

more important than cohort effects.

or2. Cohort effects can dominate age

differences.Source: 2009 Dorling Kindersley- Notes



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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?



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