Kotler03_media.ppt 1458KB Aug 31 2008 09:50:26 PM
MARKETING MANAGEMENT
12th edition
3
Gathering
Information and
Scanning the
Environment
Kotler
Keller
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?
3-2
Chapter Questions_2
• What are the key methods for tracking
and identifying opportunities in the
macroenvironment?
• What are some important
macroenvironment developments?
3-3
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?
3-4
Internal Records
Order-to-Payment
Cycle
Sales
Information
System
Databases,
Warehousing,
Data Mining
Marketing
Intelligence
System
3-5
Steps to Improve Marketing Intelligence
Train
Train sales
sales force
force to
to scan
scan for
for new
new developments
developments
Motivate
Motivate channel
channel members
members to
to share
share intelligence
intelligence
Network
Network externally
externally
Utilize
Utilize aa customer
customer advisory
advisory panel
panel
Utilize
Utilize government
government data
data resources
resources
Purchase
Purchase information
information
Collect
Collect customer
customer feedback
feedback online
online
3-6
Table 3.2
Secondary Commercial Data Sources
Nielsen
SAMI/Burke
MRCA
Simmons
Information
Resources, Inc.
Arbitron
3-7
Needs and Trends
Fad
Trend
Megatrend
3-8
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
3-9
Environmental Forces
Demographic
Political-Legal
Economic
Technological
Socio-Cultural
Natural
3-10
Population and Demographics
•
•
•
•
•
Size
Growth rate
Age distribution
Ethnic mix
Educational
levels
• Household
patterns
• Regional
characteristics
• Movement
3-11
Mattel
Markets in
China
3-12
Population Age Groups
65+
40-65
25-40
Teens
School-age
Preschool
3-13
Schwab’s Chinese-language Web site
3-14
Household Patterns
3-15
Economic Environment
$ Purchasing Power
$ Income Distribution
$ Savings Rate
$ Debt
$ Credit Availability
3-16
Types of Industrial Structures
Industrial
economies
Industrializing
economies
Raw-materialexporting
economies
Subsistence
economies
3-17
India – An Industrializing
Economy
3-18
Saudi Arabia –
A Raw-Material Exporting Economy
3-19
The Gap
“look” is
recognizable
everywhere
3-20
Social-Cultural Environment
Views
Views of
of themselves
themselves
Views
Views of
of others
others
Views
Views of
of organizations
organizations
Views
Views of
of society
society
Views
Views of
of nature
nature
Views
Views of
of the
the universe
universe
3-21
Table 3.4 Most Popular American
Leisure Activities
•
•
•
•
•
•
Walking
Gardening
Swimming
Photography
Bicycling
Fishing
•
•
•
•
•
•
Bowling
Camping
Jogging
Free weights
Golf
Continuing
education
3-22
Natural Environment
Shortage of
raw materials
Increased
energy costs
Anti-pollution
pressures
Governmental
protections
3-23
Technological Environment
Pace of change
Opportunities
for innovation
Varying R&D
budgets
Increased regulation
of change
3-24
Political-Legal Environment
Increase in
business legislation
Growth of special
interest groups
3-25
Unit Pricing on Store Shelves
3-26
Marketing Debate
Take a position:
1. Age differences are fundamentally
more important than cohort effects.
2. Cohort effects can dominate age
differences.
3-27
Marketing Discussion
What brands do you feel successfully
speak to you? Effectively target your
age group? Why? Which ones do not?
3-28
12th edition
3
Gathering
Information and
Scanning the
Environment
Kotler
Keller
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?
3-2
Chapter Questions_2
• What are the key methods for tracking
and identifying opportunities in the
macroenvironment?
• What are some important
macroenvironment developments?
3-3
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?
3-4
Internal Records
Order-to-Payment
Cycle
Sales
Information
System
Databases,
Warehousing,
Data Mining
Marketing
Intelligence
System
3-5
Steps to Improve Marketing Intelligence
Train
Train sales
sales force
force to
to scan
scan for
for new
new developments
developments
Motivate
Motivate channel
channel members
members to
to share
share intelligence
intelligence
Network
Network externally
externally
Utilize
Utilize aa customer
customer advisory
advisory panel
panel
Utilize
Utilize government
government data
data resources
resources
Purchase
Purchase information
information
Collect
Collect customer
customer feedback
feedback online
online
3-6
Table 3.2
Secondary Commercial Data Sources
Nielsen
SAMI/Burke
MRCA
Simmons
Information
Resources, Inc.
Arbitron
3-7
Needs and Trends
Fad
Trend
Megatrend
3-8
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
3-9
Environmental Forces
Demographic
Political-Legal
Economic
Technological
Socio-Cultural
Natural
3-10
Population and Demographics
•
•
•
•
•
Size
Growth rate
Age distribution
Ethnic mix
Educational
levels
• Household
patterns
• Regional
characteristics
• Movement
3-11
Mattel
Markets in
China
3-12
Population Age Groups
65+
40-65
25-40
Teens
School-age
Preschool
3-13
Schwab’s Chinese-language Web site
3-14
Household Patterns
3-15
Economic Environment
$ Purchasing Power
$ Income Distribution
$ Savings Rate
$ Debt
$ Credit Availability
3-16
Types of Industrial Structures
Industrial
economies
Industrializing
economies
Raw-materialexporting
economies
Subsistence
economies
3-17
India – An Industrializing
Economy
3-18
Saudi Arabia –
A Raw-Material Exporting Economy
3-19
The Gap
“look” is
recognizable
everywhere
3-20
Social-Cultural Environment
Views
Views of
of themselves
themselves
Views
Views of
of others
others
Views
Views of
of organizations
organizations
Views
Views of
of society
society
Views
Views of
of nature
nature
Views
Views of
of the
the universe
universe
3-21
Table 3.4 Most Popular American
Leisure Activities
•
•
•
•
•
•
Walking
Gardening
Swimming
Photography
Bicycling
Fishing
•
•
•
•
•
•
Bowling
Camping
Jogging
Free weights
Golf
Continuing
education
3-22
Natural Environment
Shortage of
raw materials
Increased
energy costs
Anti-pollution
pressures
Governmental
protections
3-23
Technological Environment
Pace of change
Opportunities
for innovation
Varying R&D
budgets
Increased regulation
of change
3-24
Political-Legal Environment
Increase in
business legislation
Growth of special
interest groups
3-25
Unit Pricing on Store Shelves
3-26
Marketing Debate
Take a position:
1. Age differences are fundamentally
more important than cohort effects.
2. Cohort effects can dominate age
differences.
3-27
Marketing Discussion
What brands do you feel successfully
speak to you? Effectively target your
age group? Why? Which ones do not?
3-28