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Gathering Information and
Scanning the Environment
3 chapter
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Chapter Questions
What are the components of a modern marketinginformation 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?
Source: 2009 Dorling Kindersley- Notes
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MIS Systems Provide Information on Buyer
Preferences and Behavior:
Duponts Pillow Study
Pillow Segments
23% - stackers 20% - plumpers
16% - rollers or folders
16% - cuddlers 10% - smashers
Source: 2009 Dorling Kindersley- Notes
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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.
Source: 2009 Dorling Kindersley- Notes
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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 informationsystem?
Source: 2009 Dorling Kindersley- Notes
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Internal Records and
Marketing Intelligence
Order-to-PaymentCycle
Databases,
Warehousing,Data Mining
Marketing
IntelligenceSystem
Sales
InformationSystem
Source: 2009 Dorling Kindersley- Notes
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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
Source: 2009 Dorling Kindersley- Notes
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Table 3.2
Secondary Commercial Data Sources
AC Nielsen ORG MARG
NCAER
CMIE
Gallup Pakistan
EuromonitorInternational
TAM MediaResearch
Source: 2009 Dorling Kindersley- Notes
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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
Source: 2009 Dorling Kindersley- Notes
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Needs and Trends
Fad
Trend
Megatrend
Source: 2009 Dorling Kindersley- Notes
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Trends Shaping the
Business Landscape
Profound shifts in centers ofeconomic activity
Increases in public-sector
activity
Change in consumerlandscape
Technological connectivity
Scarcity of well-trained talent
Increase in demand fornatural resources
Emergence of new global
industry structures
Ubiquitous access toinformation
Management shifts from art
to science
Increase in scrutiny of bigbusiness practices
Source: 2009 Dorling Kindersley- Notes
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Key Environments
Marketing Environment
The actors and forces that affect a firms ability tobuild and maintain successful relationships with
customers.
Aspects of the marketing environment: Microenvironment
Macroenvironment
Source: 2009 Dorling Kindersley- Notes
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The Microenvironment
Departments within the company impact marketing planning.
Suppliers help create and deliver customer value.
Treat suppliers as partners. Marketing intermediaries help sell, promote, and distribute
goods.
Intermediaries take many forms.
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The Macroenvironment
Customer markets must be studied.
Consumer, business, government, reseller and international
markets exist. Successful companies provide better customer value than the
competition.
Size and industry position help to determine the appropriatecompetitive strategy.
Various publics must also be considered.
Source: 2009 Dorling Kindersley- Notes
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Environmental Forces
Demographic
EconomicPolitical-Legal
Socio-CulturalTechnological
Natural
Source: 2009 Dorling Kindersley- Notes
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Population and Demographics
Population growth
Population age mix
Ethnic markets
Educational groups
Household patterns
Geographical shifts
Source: 2009 Dorling Kindersley- Notes
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Mobilink-DisneyD 100 Mobile
Phone
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Population Age Groups
Preschool
School-ageTeens
25-40
40-65
65+
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The Macroenvironment
Born between 1965 and 1976
First latchkey children
Maintain a cautious economic
outlook
Share new cultural concerns
Represent $125 billion in
annual purchasing power
Will be primary buyers of most
goods by 2010
BabyBoomers
Generation X Generation Y
KeyGenerations
Source: 2009 Dorling Kindersley- Notes
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The Macroenvironment
Born between 1977 and 1994
72 million strong; almost as
large a group as their baby
boomer parents New products, services, and
media cater to GenY
Computer, Internet and
digitally saavy Challenging target for
marketers
BabyBoomers
Generation X Generation Y
KeyGenerations
Source: 2009 Dorling Kindersley- Notes
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Household Patterns
Source: 2009 Dorling Kindersley- Notes
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Economic Environment
Income Distribution
Savings, Debt, and Credit
Levis has responded to changes inincome distribution by offering an
upscale line and a mass market
line
Source: 2009 Dorling Kindersley- Notes
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Social-Cultural Environment
Views of themselves
Views of others
Views of nature
Views of organizations
Views of society
Views of the universe
Source: 2009 Dorling Kindersley- Notes
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Islamic Banking: Reflecting Religious and
Cultural Sensitivities
Consistent with principles of Islamic Laws(Shariah)
Prohibits investing in business that are considered
unlawful Growth is due to disenchantment with value-
neutral capitalist and socialist financial systems
Popular in Pakistan and Bangladesh, National and international banks want to start
Islamic banking in India
Source: 2009 Dorling Kindersley- Notes
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Cartoon Networks New Generation
Survey
Achieving good grades at school all respondents
Looking good 90% of respondents
Being religious/traditional 84% of respondents Having boyfriend/girlfriend 40% of respondents
Career aspirations One-third wanted to be doctor, 21% ofwanted to be engineer
Source: 2009 Dorling Kindersley- Notes
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Natural Environment
Shortage ofraw materials
Increasedenergy costs
Anti-pollution
pressures
Governmentalprotections
Source: 2009 Dorling Kindersley- Notes
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Toyota Experienced Success
with Green Cars
Source: 2009 Dorling Kindersley- Notes
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Figure 3.1 Consumer
Environmental Segments
True Blue Greens (30%)
Greenback Greens (10%)
Sprouts (26%)
Apathetics (18%)
Grousers (15%)
Source: 2009 Dorling Kindersley- Notes
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Keys to Avoiding
Green Marketing Myopia
Consumer Value Positioning
Calibration of Consumer Knowledge
Credibility of Product Claims
Source: 2009 Dorling Kindersley- Notes
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Technological Environment
Pace of change
Opportunities
for innovation
Varying R&Dbudgets
Increased regulationof change
Source: 2009 Dorling Kindersley- Notes
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Political-Legal Environment
Increase in
business legislation
Growth of special
interest groups
Source: 2009 Dorling Kindersley- Notes
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Marketing Debate
Is consumer behavior more a functionof a persons age or generation?
Take a position:1. Age differences are fundamentally
more important than cohort effects.
or2. Cohort effects can dominate age
differences.Source: 2009 Dorling Kindersley- Notes
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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?
Source: 2009 Dorling Kindersley- Notes
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