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Transcript of Chapter3 110121095139-phpapp01
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Gathering Information and Scanning the Environment
Marketing Management, 13th ed
3
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3-2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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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3-3 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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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3-4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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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3-5 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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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3-6 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Internal Records and Marketing Intelligence
Order-to-PaymentCycle
Databases,Warehousing,
Data Mining
MarketingIntelligence
System
Sales Information
System
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3-7 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Steps to Improve Marketing Intelligence
Train sales force to scan for new developments
Motivate channel members to share intelligence
Network externally
Utilize a customer advisory panel
Utilize government data resources
Purchase information
Collect customer feedback online
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3-8 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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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3-9 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Table 3.2 Secondary Commercial Data Sources
Nielsen
Information Resources, Inc.
MRCA
Arbitron
Simmons
SAMI/Burke
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3-10 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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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3-11 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Needs and Trends
Fad
Trend
Megatrend
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3-12 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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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3-13 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Environmental Forces
Demographic
EconomicPolitical-Legal
Socio-CulturalTechnological
Natural
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3-14 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Population and Demographics
• Population growth• Population age mix• Ethnic markets
• Educational groups• Household patterns• Geographical shifts
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3-15 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Mattel Markets in
China
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3-16 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Population Age Groups
Preschool
School-age
Teens
25-40
40-65
65+
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3-17 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Schwab’s Chinese-language Web site
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3-18 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Household Patterns
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3-19 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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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3-20 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Social-Cultural Environment
Views of themselves
Views of others
Views of nature
Views of organizations
Views of society
Views of the universe
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3-21 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Interest in Nature: A Growing Trend
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3-22 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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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3-23 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Natural Environment
Shortage of raw materials
Increasedenergy costs
Anti-pollutionpressures
Governmentalprotections
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3-24 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Toyota Experienced Success with Green Cars
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3-25 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Figure 3.1 Consumer Environmental Segments
True Blue Greens (30%)
Greenback Greens (10%)
Sprouts (26%)
Apathetics (18%)
Grousers (15%)
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3-26 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Keys to Avoiding Green Marketing Myopia
• Consumer Value Positioning• Calibration of Consumer Knowledge• Credibility of Product Claims
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3-27 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Technological Environment
Pace of change
Opportunitiesfor innovation
Varying R&D budgets
Increased regulationof change
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3-28 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Political-Legal Environment
Increase in business legislation
Growth of specialinterest groups
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3-29 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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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3-30 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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?