MARKETING MANAGEMENT 12th edition

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MARKETING MANAGEMENT12th edition

• 3
• Gathering
• Information and
• Scanning the
• Environment

Kotler Keller
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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?

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Chapter Questions_2

• What are the key methods for tracking and
  identifying opportunities in the
  macroenvironment?
• What are some important macroenvironment
  developments?

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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?

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Internal Records
Order-to-Payment Cycle
Sales Information System
Databases, Warehousing, Data Mining
Marketing Intelligence System
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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
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Table 3.2 Secondary Commercial Data Sources
Nielsen
SAMI/Burke
MRCA
Simmons
Information Resources, Inc.
Arbitron
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Needs and Trends
Fad
Trend
Megatrend
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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

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Environmental Forces
Demographic
Economic
Political-Legal
Socio-Cultural
Technological
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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Mattel Markets in China
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Population Age Groups
65
40-65
25-40
Teens
School-age
Preschool
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Schwabs Chinese-language Web site
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Household Patterns
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Economic Environment

• Purchasing Power
• Income Distribution
• Savings Rate
• Debt
• Credit Availability

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Types of Industrial Structures
Industrial economies
Industrializing economies
Subsistence economies
Raw-material- exporting economies
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India An Industrializing Economy
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Saudi Arabia A Raw-Material Exporting Economy
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The Gap look is recognizable everywhere
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Social-Cultural Environment
Views of themselves
Views of others
Views of organizations
Views of society
Views of nature
Views of the universe
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Table 3.4 Most Popular American Leisure Activities

• Walking
• Gardening
• Swimming
• Photography
• Bicycling
• Fishing

• Bowling
• Camping
• Jogging
• Free weights
• Golf
• Continuing education

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Natural Environment
Shortage of raw materials
Increased energy costs
Anti-pollution pressures
Governmental protections
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Technological Environment
Pace of change
Opportunities for innovation
Varying RD 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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Unit Pricing on Store Shelves
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Marketing Debate
Take a position 1. Age differences are
fundamentally more important than cohort
effects. 2. Cohort effects can dominate
age differences.
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Marketing Discussion
What brands do you feel successfully speak to
you? Effectively target your age group? Why?
Which ones do not?