MARKETING MANAGEMENT12th edition

3 Gathering

Information and Scanning the Environment

Kotler Keller

3-2

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?

3-3

Chapter Questions_2

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

• What are some important macroenvironment developments?

3-4

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?

3-5

Internal Records

Order-to-PaymentCycle

Databases,Warehousing, Data Mining

MarketingIntelligence

System

Sales Information

System

3-6

Steps to Improve Marketing Intelligence

Train sales force to scan for new developmentsTrain sales force to scan for new developments

Motivate channel members to share intelligenceMotivate channel members to share intelligence

Network externallyNetwork externally

Utilize a customer advisory panelUtilize a customer advisory panel

Utilize government data resourcesUtilize government data resources

Purchase informationPurchase information

Collect customer feedback onlineCollect customer feedback online

3-7

Table 3.2 Secondary Commercial Data Sources

Nielsen

InformationResources, Inc.

MRCA

Arbitron

Simmons

SAMI/Burke

3-8

Needs and Trends

Fad

Trend

Megatrend

3-9

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

3-10

Environmental Forces

Demographic

EconomicPolitical-Legal

Socio-CulturalTechnological

Natural

3-11

Population and Demographics

• Size• Growth rate• Age distribution• Ethnic mix• Educational

levels

• Household patterns

• Regional characteristics

• Movement

3-12

Mattel Markets in China

3-13

Population Age Groups

Preschool

School-age

Teens

25-40

40-65

65+

3-14

Schwab’s Chinese-language Web site

3-15

Household Patterns

3-16

Economic Environment

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

3-17

Types of Industrial Structures

Industrialeconomies

Subsistenceeconomies

Raw-material-exporting

economies

Industrializingeconomies

3-18

India – An Industrializing Economy

3-19

Saudi Arabia –A Raw-Material Exporting Economy

3-20

The Gap “look” is recognizable everywhere

3-21

Social-Cultural Environment

Views of themselvesViews of themselves

Views of othersViews of others

Views of natureViews of nature

Views of organizationsViews of organizations

Views of societyViews of society

Views of the universeViews of the universe

3-22

Table 3.4 Most Popular American Leisure Activities

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

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

education

3-23

Natural Environment

Shortage ofraw materials

Increasedenergy costs

Anti-pollutionpressures

Governmentalprotections

3-24

Technological Environment

Pace of change

Opportunitiesfor innovation

Varying R&D budgets

Increased regulationof change

3-25

Political-Legal Environment

Increase in business legislation

Growth of specialinterest groups

3-26

Unit Pricing on Store Shelves

3-27

Marketing Debate

Take a position:1. Age differences are fundamentallymore important than cohort effects.2. Cohort effects can dominate agedifferences.

3-28

Marketing Discussion

What brands do you feel successfullyspeak to you? Effectively target yourage group? Why? Which ones do not?