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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?
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-2

MIS Systems Provide Information on Buyer Preferences and Behavior: Duponts Pillow Study
Pillow Segments 23% - stackers 20% - plumpers 16% - rollers or folders 16% - cuddlers 10% - smashers

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.

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

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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 3-5

Internal Records and Marketing Intelligence

Order-to-Payment Cycle Databases, Warehousing, Data Mining Sales Information System Marketing Intelligence System

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

Secondary Commercial Data Sources

Nielsen

SAMI/Burke

MRCA Information Resources, Inc.

Simmons

Arbitron

Nielsen enables clients to see their consumers, markets and opportunities with unprecedented clarity.

Who they are What they do Where they live Movies they see Books they buy Videos they rent Where they shop Websites they visit TV shows they watch New products they will buy Radio stations they listen to Newspapers and Magazines they read and much more!

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 Competitor products Carus Corp. ex. Patent filings State Farm ex. Other?

Ethical Issues & Collecting Competitor Information?

Dumpster Diving? P&G case. Company employee posing as a customer of a competitor? Hiring a company to pose as a potential customer of a competitor? Hiring a student (for a class project) to pose as a potential customer of a competitor? Hiring from the competition? Other?

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 Wikileaks? Management shifts from art to science Increase in scrutiny of big business practices

Major Environmental Forces

Demographic Political-Legal Economic

Technological Natural

Socio-Cultural

Population and Demographics

Population growth Population age mix Ethnic markets Educational groups Household patterns Geographical shifts

Micro-Markets An Example
South Beach (south tip of Miami Beach) Kendall North Miami Hialeah (Little Havana) South Miami (Red Road) The Keys (Key Largo / Key West)

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
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-17

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
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-19

The Story of Stuff

Consumer Environmental Segments

True Blue Greens (30%) Greenback Greens (10%) Sprouts (26%) Grousers (15%) Apathetics (18%)
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-21

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

Political-Legal Environment

Increase in business legislation

Growth of special interest groups

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

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