Kotler MM 13e Overheads 03

3
Gathering Information and
Scanning the Environment

Marketing Management, 13th ed

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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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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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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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?

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Internal Records and
Marketing Intelligence

Order-to-Payment
Cycle

Sales
Information
System

Databases,
Warehousing,
Data Mining

Marketing
Intelligence
System

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Table 3.2
Secondary Commercial Data Sources
Nielsen

SAMI/Burke

MRCA

Simmons

Information
Resources, Inc.

Arbitron

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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

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Trends Shaping the
Business Landscape
• Profound shifts in
centers of economic
activity
• Increases in publicsector 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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Environmental Forces
Demographic
Political-Legal

Economic

Technological

Socio-Cultural
Natural

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Population and Demographics
• Population growth
• Population age mix
• Ethnic markets

• Educational groups
• Household patterns
• Geographical shifts

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Schwab’s Chinese-language Web site

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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
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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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Natural Environment
Shortage of
raw materials
Increased
energy costs
Anti-pollution
pressures
Governmental
protections
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Figure 3.1 Consumer
Environmental Segments
True Blue Greens (30%)
Greenback Greens (10%)
Sprouts (26%)
Grousers (15%)
Apathetics (18%)
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Technological Environment
Pace of change
Opportunities
for innovation
Varying R&D
budgets
Increased regulation
of change
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Political-Legal Environment

Increase in
business legislation

Growth of special
interest groups

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