Mm ppt 03 r

3
Gathering Information and
Scanning the Environment

Marketing Management
A South Asian Perspective, 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?
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd.

3-2

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


3-3

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.


3-4

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?

3-5

Internal Records and
Marketing Intelligence

Order-to-Payment
Cycle

Sales
Information
System

Databases,
Warehousing,
Data Mining

Marketing
Intelligence
System


3-6

Steps to Improve Marketing Intelligence
Train sales force to scan for new developments
Train sales force to scan for new developments
Motivate channel members to share intelligence
Motivate channel members to share intelligence
Network externally
Network externally
Utilize a customer advisory panel
Utilize a customer advisory panel
Utilize government data resources
Utilize government data resources
Purchase information
Purchase information
Collect customer feedback online
Collect customer feedback online

3-7

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


3-8

Sources of Information
• If you want to gather external data and
information what are the possible
sources?


3-9

Needs and Trends

Fad
Trend
Megatrend


3-10

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
3-11

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


• Educational groups
• Household patterns
• Geographical shifts

3-12

Mobilink-Disney
D 100 Mobile
Phone


3-13

Population Age Groups

65+
40-65
25-40
Teens
School-age
Preschool

3-14

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


3-15

Social-Cultural Environment
Views of themselves
Views of themselves
Views of others
Views of others
Views of organizations
Views of organizations
Views of society
Views of society
Views of nature
Views of nature
Views of the universe
Views of the universe

3-16

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 valueneutral capitalist and socialist financial systems
• Popular in Pakistan and Bangladesh,
• National and international banks want to start
Islamic banking in India

3-17

Cartoon Network’s 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% of wanted to be engineer


3-18

Natural Environment
Shortage of
raw materials
Increased
energy costs
Anti-pollution
pressures
Governmental
protections

3-19

Toyota Experienced Success
with Green Cars


3-20

Technological Environment
Pace of change
Opportunities
for innovation
Varying R&D
budgets
Increased regulation
of change

3-21

Political-Legal Environment

Increase in
business legislation

Growth of special
interest groups


3-22

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.

3-23

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?


3-24

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