chapter 3 report

8/3/2019 Chapter 3 Report

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Capturing Marketing Insights(Gathering Information andScanning the Environment)

Yelyn Yu-SimplicioMarlyn Dula-Agregado

Camia Flor CarreteroGreje Abangan

Mr. Simplicio Umali Jr.

MANMARK GOA


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Introduction

Developing and implementing marketing plans involves anumber of decisions. Making those decisions is both an art and a

science. To provide insight into and inspiration for marketingdecision making, companies must possess comprehensive, up-to-

date information on both macro trends as well as more micro

effects particular to their business. Holistic marketers recognizethat the marketing environment is constantly presenting new

opportunities and threats, and they understand the importance ofcontinuously monitoring and adapting to that environment.


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HOW?


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Marketing Information System

A Marketing Information System (MIS)

consists of people, equipment andprocedures to gather, sort, analyze,

evaluate and distribute needed, timely

and accurate information to marketing

decision makers.

A Marketing Information System (MIS)

consists of people, equipment andprocedures to gather, sort, analyze,

evaluate and distribute needed, timely

and accurate information to marketing

decision makers.


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Information Needs Probe?

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 Company Records which includesinformation on the order-to-payment cycle andsales information systems.

Marketing Intelligence Activities a set ofprocedures and sources used by managers toobtain everyday information about pertinentdevelopments in the marketing environment.

Marketing Research System allows systematic designcollection, analysis and reporting of data andfindings relevant to a specific marketing situation



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Internal Company Records:

The Order-to-Payment Cycle

Sales Information Systems

Databases, Data Warehousing

and Data Mining



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The Marketing Intelligence System:

Steps to improve Marketing Intelligence

Train and motivate the sales force to spot and report new developments.

Motivate distributors, retailers and other intermediaries to pass alongimportant intelligence.

Network externally.

Set up a customer advisory panel.

Take advantage of government data resources.

Purchase information from outside suppliers.

Use online customer feedback systems to collect competitive intelligence.



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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 sitesPublic blogs



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Fads, Trends and and Megatrends:

Fads short-lived and without social,

economic and political significance.

Trends is a direction or sequence of events

that has some momentum and durability.

Megatrends large social, economic, political

and technological changes that are slow to

form and once in place, they influence us forsome time between seven and ten years or

longer.



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Trends Shaping the

Business Landscape:

Profound shifts in centers of

economic activityIncreases in public-sector activity

Change in consumer landscape

Technological connectivity

Scarcity of well-trained talent


Trends Shaping the

Business Landscape:

Increase in demand for natural

resources

Emergence of new global

industry structures

Ubiquitous access to information

Management shifts from art to

scienceIncrease in scrutiny of big

business practices


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Scanning the Environment

SIX ENVIRONMENTAL FORCES

Demographic Economic

Socio-Cultural

NaturalTechnological

Political-Legal


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The Demographic Environment:

Worldwide Population Growth

Population Age MixEthnic and Other Market

Educational groups

Household Patterns

Geographical Shifts in Population



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The Economic Environment:

Income Distribution

Savings, Debt and Credit



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Socio-Cultural Environment

Views of themselves

Views of OthersViews of Organizations

Views of Society

Views of Nature

Views of Universe



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Other Cultural Characteristics of Interest to

Marketers

High persistence of Core Cultural Values

Existence of Subcultures



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Natural Environment

Shortage of Raw Materials

Increased in Energy Cost

Anti-pollution Pressures

Governmental Protection



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Consumer Environmental Segments

True Blue Greens (30%)

Greenback Greens (10%)

Sprouts (26%)

Grousers (15%)

Apathetics (18%)



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Three Keys to Avoiding Green Marketing

Myopia

Consumer Value PositioningCalibration of Consumer Knowledge

Credibility of Product Claims



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Technological Environment:

Accelerating Pace of Change

Unlimited Opportunities for Innovation

Varying R & D Budgets

Increased Regulation of Change



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Political-Legal Environment:

Increase in Business Legislation

Growth of Special Interest Groups



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