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MARKETING MANAGEMENTCanadian Twelfth Edition
3 Gathering
Information and Scanning the Environment
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Chapter Questions
• What are useful data sources?
• What are the main methods for
identifying opportunities in the
macroenvironment?
• What are some important
macroenvironment developments?
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Internal Data Sources
Order-to-PaymentCycle
Databases,Data Mining
MarketingIntelligence
Sales Information
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Secondary Commercial Data Sources
A.C. Nielsen
Statistics Canada
Ipsos-Reid
Dun & Bradstreet’s
Simmons (U.S.)
SAMI/Burke
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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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10 Megatrends Shaping the Consumer Landscape
• Aging boomers• Delayed retirement• Changing nature of
work• Greater educational
attainment• Labour shortages
• Increased immigration• Rising ethnic influence• Shifting birth trends• Widening geographic
differences• Changing age
structure
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Mattel Markets in China
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Economic Environment
$ Purchasing Power
$ Income Distribution
$ Savings Rate
$ Debt
$ Credit Availability
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Age versus Cohort effects
1. Age differences –
chronological
2. Cohort effects –
when you were born
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Age versus Cohort effects
• http://www12.statcan.ca/english/census01/products/analytic/Multimedia.cfm?M=1
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Age versus Cohort effects
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Discussion
How can you design a brand to
capitalize on cohorts?
Explain how you would structure your
company and products to do that.