chapter 3 gathering information and scanning the environment
TRANSCRIPT
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Gathering Information and Scanning the Environment
Prepared By,Mr. Nishant Agrawal
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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?
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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
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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 information system?
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Internal Records
Order-to-PaymentCycle
Databases,Warehousing,
Data Mining
MarketingIntelligence
System
Sales Information
System
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Marketing Intelligence
Train and motivate sales force to scan for new developments
Motivate channel members to share intelligence
Network internally and 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
Nielsen
Information Resources, Inc.
MRCA
Arbitron
Simmons
SAMI/Burke
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Collecting Marketing Intelligence on internet
• 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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Analyzing the Microenvironment
Needs and Trends
Fad
Trend
Megatrend
• Fad is unpredictable ,short lived. A company can cash in on a
Fad but getting it right requires luck and good timing.
• A Megatrend is a large social, economic, political and
technological change is slow.
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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
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6 Major Forces in Broad Environment
Demographic
EconomicPolitical-Legal
Socio-CulturalTechnological
Natural
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Demographics Environment
• Population growth
• Population age mix
• Ethnic markets
Ex. In Japan everyone
is mostly Japanese.
• Educational groups
• Household patterns
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Population Age Groups
Preschool
School-age
Teens
25-40
40-65
65+
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Schwab’s Chinese-language Web site
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Economic Environment
Income Distribution
• Pattern in income distribution
• Very Low income
• Mostly low income
• Very low, very high income
• Low, medium high income
• Mostly medium income
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Social-Cultural Environment
Views of ourselves
Views of others
Views of nature
Views of organizations
Views of society
Views of the universe
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Interest in Nature: A Growing Trend
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Table 3.3 Most Popular American Leisure Activities
• Reading• TV watching• Spending time with
family• Going to movies• Fishing
• Computer activities• Gardening• Renting movies• Walking• Exercise• Listening to music
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Natural Environment
Shortage of raw materials
Increasedenergy costs
Anti-pollutionpressures
Governmentalprotections
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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
• Consumer Value Positioning
• Calibration of Consumer Knowledge
• Credibility of Product Claims
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Technological Environment
Pace of change
Opportunitiesfor innovation
Varying R&D budgets
Increased regulationof change
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Political-Legal Environment
Increase in business legislation
Growth of specialinterest groups
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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.
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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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Assignment
1. Briefly explain the various methods for
gathering market information.
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