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Chapter3 110121095139-phpapp01
1.
Gathering Information and Scanning
the Environment Marketing Management, 13th ed 3
2.
3-2 Copyright ©
2009 Pearson Education, Inc. Publishing 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?
3.
3-3 Copyright ©
2009 Pearson Education, Inc. Publishing 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
4.
3-4 Copyright ©
2009 Pearson Education, Inc. Publishing 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.
5.
3-5 Copyright ©
2009 Pearson Education, Inc. Publishing 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?
6.
3-6 Copyright ©
2009 Pearson Education, Inc. Publishing Internal Records and Marketing Intelligence Order-to-Payment Cycle Databases, Warehousing, Data Mining Marketing Intelligence System Sales Information System
7.
3-7 Copyright ©
2009 Pearson Education, Inc. Publishing 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
8.
3-8 Copyright ©
2009 Pearson Education, Inc. Publishing Best Buy’s Use of MIS Best Buy segments its customers into highly differentiated segments known by archetypes like “Buzz,” “Barry,” and “Jill.”
9.
3-9 Copyright ©
2009 Pearson Education, Inc. Publishing Table 3.2 Secondary Commercial Data Sources Nielsen Information Resources, Inc. MRCA Arbitron Simmons SAMI/Burke
10.
3-10 Copyright ©
2009 Pearson Education, Inc. Publishing 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
11.
3-11 Copyright ©
2009 Pearson Education, Inc. Publishing Needs and Trends Fad Trend Megatrend
12.
3-12 Copyright ©
2009 Pearson Education, Inc. Publishing 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
13.
3-13 Copyright ©
2009 Pearson Education, Inc. Publishing Environmental Forces Demographic EconomicPolitical-Legal Socio-CulturalTechnological Natural
14.
3-14 Copyright ©
2009 Pearson Education, Inc. Publishing Population and Demographics • Population growth • Population age mix • Ethnic markets • Educational groups • Household patterns • Geographical shifts
15.
3-15 Copyright ©
2009 Pearson Education, Inc. Publishing Mattel Markets in China
16.
3-16 Copyright ©
2009 Pearson Education, Inc. Publishing Population Age Groups Preschool School-age Teens 25-40 40-65 65+
17.
3-17 Copyright ©
2009 Pearson Education, Inc. Publishing Schwab’s Chinese-language Web site
18.
3-18 Copyright ©
2009 Pearson Education, Inc. Publishing Household Patterns
19.
3-19 Copyright ©
2009 Pearson Education, Inc. Publishing 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
20.
3-20 Copyright ©
2009 Pearson Education, Inc. Publishing 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
21.
3-21 Copyright ©
2009 Pearson Education, Inc. Publishing Interest in Nature: A Growing Trend
22.
3-22 Copyright ©
2009 Pearson Education, Inc. Publishing 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
23.
3-23 Copyright ©
2009 Pearson Education, Inc. Publishing Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections
24.
3-24 Copyright ©
2009 Pearson Education, Inc. Publishing Toyota Experienced Success with Green Cars
25.
3-25 Copyright ©
2009 Pearson Education, Inc. Publishing Figure 3.1 Consumer Environmental Segments True Blue Greens (30%) Greenback Greens (10%) Sprouts (26%) Apathetics (18%) Grousers (15%)
26.
3-26 Copyright ©
2009 Pearson Education, Inc. Publishing Keys to Avoiding Green Marketing Myopia • Consumer Value Positioning • Calibration of Consumer Knowledge • Credibility of Product Claims
27.
3-27 Copyright ©
2009 Pearson Education, Inc. Publishing Technological Environment Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change
28.
3-28 Copyright ©
2009 Pearson Education, Inc. Publishing Political-Legal Environment Increase in business legislation Growth of special interest groups
29.
3-29 Copyright ©
2009 Pearson Education, Inc. Publishing 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. or 2. Cohort effects can dominate age differences.
30.
3-30 Copyright ©
2009 Pearson Education, Inc. Publishing 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?
Notes de l'éditeur
By clicking on the video icon, you can launch a short video clip about Burke’s research process.
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