3 Gathering Information and Scanning the Environment Marketing
- Slides: 23
3 Gathering Information and Scanning the Environment Marketing Management, 13 th ed
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? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3 -2
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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3 -3
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. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3 -4
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? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3 -5
Internal Records and Marketing Intelligence Order-to-Payment Cycle Sales Information System Databases, Warehousing, Data Mining Marketing Intelligence System Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3 -6
The Order Payment Cycle • Sales representatives, dealers and customers send orders to the firm. • The sales department prepares invoices, transmits copies to various departments. • Shipped items generate shipping and billing documents that go to various departments. • E. g. , Cisco saved $24 million in material cost and $51 million on Labor cost Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3 -7
Sales Information System • Marketing managers need timely and accurate reports on current sales. • Technological gadgets are revolutionizing sales information system and have representative up-to- second information. • E. g. , Wal-Mart Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3 -8
Databases, Data warehousing & Data Mining • Databases: Customer Databases (attitudes, interests, opinions) Product Databases Salesperson Database • Warehousing Data: Easily accessible • Mining the Data: Fresh insight s into neglected customer segments, recent customer trends and other useful information Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3 -9
The Marketing Intelligence System • A set of procedures and sources managers use to obtain everyday information about developments in the marketing department. • Marketing managers collect marketing intelligence by reading newspapers, trade publications, talking to the customers, suppliers and distributors and even meeting with other company managers. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3 -10
Steps to Improve Marketing Intelligence Train sales force to scan for new developments Motivate channel members to share intelligence Network externally (Purchase competitors product & Trade shows) Utilize a customer advisory panel Utilize government data resources Purchase information (Syndicated) Collect customer feedback online Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3 -11
Table 3. 2 Secondary Commercial Data Sources Nielsen SAMI/Burke MRCA Simmons Information Resources, Inc. Arbitron Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3 -12
Fad, Trends & Megatrends • Fad: Unpredictable, short-lived, and without social, economic or political significance. • Trend: Direction or sequence of events that has some momentum and durability. Reveals the shape of future. • Megatrends: Large social, economic, political and technological changes, slow to form, influence us for 7 -10 years or longer Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3 -13
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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3 -14
Trends Shaping the Business Landscape • Profound shifts in centers of economic activity (Asia vs. Europe) • Change in consumer landscape (developing vs. developed economies) • Technological connectivity • Scarcity of well-trained talent (more technical education in developing countries) • Increase in scrutiny of big business practices (social marketing) • Increase in demand for natural resources (more people will require more food) • Emergence of new global industry structures (Bell shape + corporate borders blurrier) • Ubiquitous access to information (Knowledge production is growing) • Management shifts from art to science (more calculated decisions) • Increases in public-sector activity (social services) Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3 -15
Environmental Forces Demographic Political-Legal Economic Technological Socio-Cultural Natural Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3 -16
Population and Demographics • Population growth 76% in less developed • Population age mix Blend of young & old • Ethnic markets Diversity of consumers • Educational groups Literacy rate (male/ female) • Household patterns Joint family vs. Independent • Geographical shifts Urban vs. Rural Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3 -17
Economic Environment • Purchasing Power in an economy depends on income, price, savings, debts and credit availability • Income Distribution in India by NCAER Destitute Aspirants Climbers Consuming class Rich Rs 16, 000 (1. 2%) Rs 16, 000 -22, 000 (32. 5%) Rs 22, 000 -45, 000 (54. 1%) Rs 45, 000 -215, 000 (44%) Rs 215, 000+ (33%) Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3 -18
Social-Cultural Environment: Relationship to themselves, to others, to organizations, to society, to nature & to universe Topography Languages Cultures Religious Believes Diversity Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3 -19
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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3 -20
Natural Environment Shortage of raw Materials: Water & Gas Increased energy costs: Electricity & Petrol Anti-pollution pressures: Recycling Centers Governmental Protections: CNG Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3 -21
Technological Environment Pace of change: Lift to Microchip Opportunities for innovation: Cloning to Robotics Varying R&D Budgets: Innovative Works Increased regulation of change: Rules & Regulations Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 3 -22
Political-Legal Environment: Laws, Government Agencies & Pressure Groups • Increase in Business Legislation: • To protect companies from unfair competition • To protect consumers from unfair business practices • To protect the society from unbridled business behavior • To charge businesses a social cost created by the products/production • Growth of Special Interest Groups • Safety-Hazardous to life products • Information-Ingredients • Choice- Many items • Representation- Consumer rights • Redressal- Unscrupulous exploitation of consumers • Consumer education-The rig to consumer education
- Gathering information and scanning the environment
- Gathering information and scanning the environment
- Gathering information and scanning the environment
- Gathering information and scanning the environment
- Scanning the marketing environment
- Environment scanning techniques
- Information gathering and processing in retailing
- Q=nqp
- Marketing approach to demand measurement
- Information gathering in system analysis and design
- Scanning and analysis tools in information security
- Finer segmentation
- Marketing information systems and marketing research
- Define marketing information management
- Marketing information systems and marketing research
- Marketing information system kotler
- Marketing information systems and marketing research
- Who should provide performance information
- Gathering performance information
- Information gathering: interactive methods
- The broad problem area
- Mencari atau mengumpulkan informasi
- Unobtrusive methods of information gathering
- Gathering activity