(2) Kotler03_media(Scan Environment)
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MARKETING MANAGEMENT12th edition
3 Gathering
Information and Scanning the Environment
Kotler Keller
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3-2
Chapter Questions_1
• What are the components of a modern marketing information system?
• What are useful internal records?• What is involved in a marketing
intelligence system?
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Chapter Questions_2
• What are the key methods for tracking and identifying opportunities in the macroenvironment?
• What are some important macroenvironment developments?
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3-4
MIS Probes for Information• 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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3-5
Internal Records
Order-to-PaymentCycle
Databases,Warehousing, Data Mining
MarketingIntelligence
System
Sales Information
System
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3-6
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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3-7
Table 3.2 Secondary Commercial Data Sources
Nielsen
InformationResources, Inc.
MRCA
Arbitron
Simmons
SAMI/Burke
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3-9
10 Megatrends Shaping the Consumer Landscape
• Aging boomers• Delayed retirement• Changing nature of
work• Greater educational
attainment• Labor shortages
• Increased immigration• Rising Hispanic
influence• Shifting birth trends• Widening geographic
differences• Changing age
structure
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Environmental Forces
Demographic
EconomicPolitical-Legal
Socio-CulturalTechnological
Natural
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Population and Demographics
• Size• Growth rate• Age distribution• Ethnic mix• Educational
levels
• Household patterns
• Regional characteristics
• Movement
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3-12
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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Economic Environment
$ Purchasing Power$ Income Distribution$ Savings Rate$ Debt$ Credit Availability
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Types of Industrial Structures
Industrialeconomies
Subsistenceeconomies
Raw-material-exporting
economies
Industrializingeconomies
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India – An Industrializing Economy
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Saudi Arabia –A Raw-Material Exporting Economy
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The Gap “look” is recognizable everywhere
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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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Table 3.4 Most Popular American Leisure Activities
• Walking• Gardening• Swimming• Photography• Bicycling• Fishing
• Bowling• Camping• Jogging• Free weights• Golf• Continuing
education
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Natural Environment
Shortage ofraw materials
Increasedenergy costs
Anti-pollutionpressures
Governmentalprotections
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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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Unit Pricing on Store Shelves
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Marketing Debate
Take a position:1. Age differences are fundamentallymore important than cohort effects.2. Cohort effects can dominate agedifferences.
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Marketing Discussion
What brands do you feel successfullyspeak to you? Effectively target yourage group? Why? Which ones do not?