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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?
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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
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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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NCAER
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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 Natural
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Socio-Cultural
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Household Patterns
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Economic Environment
Income Distribution Savings, Debt, and Credit Levis has responded to changes in income distribution by offering an upscale line and a mass market line
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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
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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 R&D budgets Increased regulation of change
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Political-Legal Environment
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Marketing Debate
Is consumer behavior more a function of a persons age or generation? Take a position: 1. Age differences are fundamentally more important than cohort effects. or 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? Which ones do not? What could they do better?
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