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MODERN
MARKETING INFO SYSTEM
ORDER-TO-PAYMENT CYCLE
DATABASES,
DATA WAREHOUSING, AND DATA MINING
INTERNAL
RECORDS
MIS
THE MARKETING INTELLIGENCE SYSTEM
(MIS)
ANALYZING THE
MACROENVIRONMENT
MEGATREND
FAD
unpredictable, shortlived, and without social,
economic, and political
significance
TREND
a direction or sequence of
events with momentum and
durability.
IDENTIFYING MAJOR
FORCES OF CHANGE
ENVIRONMENTAL
FORCES
THE DEMOGRAPHIC
ENVIRONMENT
1. by age group
2. by cohort (marketers prefer this)
Cohorts are group of individuals who are
born during the same time period and
travel through life together.
AGE DISTRIBUTION
ETHNIC/RACIAL MIX
EDUCATIONAL GROUP
HOUSEHOLD PATTERNS
GEORGRAPHICAL SHIFTS
KEY TRENDS IN
DEMOGRAPHIC ENVIRONMENT
OTHER MAJOR
MACROENVIRONMENTS
ECONOMIC
-Available purchasing power in an economy
depends on current income, prices, savings, debt
and credit availability
-Marketers must pay careful attention to trends
affecting purchasing power
ECONOMIC
Marketers can have a strong impact on
business especially for companies who have
products that are geared to high-income and
price-sensitive consumers.
4 TYPES OF
INCOME DISTRIBUTION
1. Subsistence economies - few opportunities for
marketers
2. Raw-material-exporting economies - good
markets for equipment, tools, supplies and luxury
goods for the rich
3. Industrializing economies - new upper class and
a growing middle class demand new types of goods
4. Industrial economies - rich markets for all sorts of
good
5 DIFF. INCOME
DISTRIBUTION PATTERNS
1. very low incomes
2. mostly low incomes
3. very low, high incomes
4. low medium, high
incomes
5. mostly medium incomes
SAVINGS,DEBT
AND CREDIBILITY
Consumer expenditures are
affected by savings, debts and
credit availability
SOCIO-CULTURAL
-shapes beliefs, values and norms that largely define
these tastes and preferences
-people absorb, almost unconsciously, a worldview that
defines their
-view of themselves
-view of others
-view of organizations
-view of society
-view of nature
-view of the universe
VIEW OF THEMSELVES
-People vary in the relative emphasis they place on
self-gratification
-Marketers must recognize there are different groups
with different views of themselves
VIEW OF OTHERS
-People want to seek their own kind,
avoid strangers and have a serious
long-lasting relationship with a few
others
-These trends portend a growing market
for social-support products and services
-They also suggest a growing market for
social surrogates like video games,
chat room and the like.
VIEW OF ORGANIZATIONS
-Varied attitudes toward corporations government
agencies, trade unions and other organizations
-work seems not to be a source of satisfaction but as
a required chore to earn money to enjoy their nonwork hours.
VIEW OF SOCIETY
VIEW OF NATURE
VIEW OF UNIVERSE
-Varied beliefs about the origin of the universe and
their place in it
-There has been a trend to breed a countertrend as
indicated by a worldwide rise in religious
fundamentalism
HIGH PERSTISTENCE
OF CORE CULTURAL SERVICE
EXISTENCE OF
SUBCULTURES
NATURAL
NATURAL
-Imposing new regulations can hit certain
industries very hard
-environment-friendly fuels for steel
companies
-expensive emission controls for cars
-biodegradability for soaps
NATURAL
-Imposing new regulations can hit certain
NATURAL
-Obstacles of marketers of green sales pitches:
1. overexposure and lack of credibility
2. consumer behavior
3. poor implementation
How to avoid those:
1. consumer value positioning
2. calibration of consumer
knowledge
3. credibility of product claims
TECHNOLOGICAL
TECHNOLOGICAL
TECHNOLOGICAL
-New technology also creates major longrun consequences that are not always
foreseeable
The marketer should monitor the trends in
technology:
(1) pace of change
(2) opportunity for innovation
(3) varying R and D budgets
(3)increased regulation
POLITICAL-LEGAL
Composed of:
-laws
-government agencies
-pressure groups
INCREASE IN
BUSINESS LEGISLATION
-to protect companies from unfair competition
-to protect consumers from unfair business
practices
-to protect the interests of society from
unbridled business behavior
-to charge businesses with the social costs
created by their products or production
process
GROWTH OF SPECIAL-INTEREST
GROUPS
Consumerist movement an organized movement of
citizens and government to
strengthen the rights and
powers of buyers in
relation to sellers.
GROWTH OF SPECIAL-INTEREST
GROUPS
-more and more people are being
advocates of organic and cruelty-free
products
-must market products that attract both
the average consumer and the wellinformed consumer
MARKET REFORM
Governments may introduce market reforms to be
consistent with their national building agenda
- a local conscious effort of the government to
reduce foreign investments due to belief that
Filipinos should own properties and/or businesses
in their own country
- allows more Filipino businesses to flourish,
however, it also pushes away legitimately ideal
investments for the Philippines.
CORRUPTION
-hinders economic
development
-the collective power of
corruption as a whole lessens
the productivity and efficiency
of businesses inspite of high
levels of sales.