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marketing management slides

1. Gathering Information and
Scanning the Environment
Marketing Management, 13
th
ed
3

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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 and
Marketing Intelligence
Order-to-Payment
Cycle
Databases,
Warehousing,
Data Mining
Marketing
Intelligence
System
Sales
Information
System

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Steps to Improve Marketing Intelligence
Train sales force to scan for new developmentsTrain sales force to scan for new developments
Motivate channel members to share intelligenceMotivate channel members to share intelligence
Network externallyNetwork externally
Utilize a customer advisory panelUtilize a customer advisory panel
Utilize government data resourcesUtilize government data resources
Purchase informationPurchase information
Collect customer feedback onlineCollect customer feedback online

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Best Buy’s Use of MIS
Best Buy segments its
customers into highly
differentiated
segments known by
archetypes like “Buzz,”
“Barry,” and “Jill.”

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Table 3.2
Secondary Commercial Data Sources
Nielsen
Information
Resources, Inc.
MRCA
Arbitron
Simmons
SAMI/Burke

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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

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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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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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Mattel
Markets in
China

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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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Household Patterns

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Economic Environment
•Income Distribution
•Savings, Debt, and
Credit
•Levi’s has responded to
changes in income
distribution by offering
an upscale line and a
mass market line

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Social-Cultural Environment
Views of themselvesViews of themselves
Views of othersViews of others
Views of natureViews of nature
Views of organizationsViews of organizations
Views of societyViews of society
Views of the universeViews 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
Increased
energy costs
Anti-pollution
pressures
Governmental
protections

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Toyota Experienced Success
with Green Cars

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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&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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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.
or
2. 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?