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MARKETING MANAGEMENT12 th edition
3Gathering
Information and
Scanning theEnvironment
Kotler Keller
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Chapter Questions_1
• What are the components of a modernmarketing information system?
• What are useful internal records?
• What is involved in a marketingintelligence system?
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Chapter Questions_2
• What are the key methods for trackingand identifying opportunities in themacroenvironment?
• What are some importantmacroenvironment developments?
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MIS Probes for Information• What decisions do you regularly make?
• What information do you need to make thesedecisions?
• 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 thatcould be made in the present marketinginformation system?
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Internal Records
Order-to-PaymentCycle
Databases,Warehousing,Data Mining
MarketingIntelligence
System
SalesInformation
System
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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
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Table 3.2
Secondary Commercial Data Sources
Nielsen
InformationResources, Inc.
MRCA
Arbitron
Simmons
SAMI/Burke
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Needs and Trends
Fad
Trend
Megatrend
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10 Megatrends Shaping the
Consumer Landscape
• Aging boomers
• Delayed retirement
• Changing nature of
work• Greater educational
attainment
• Labor shortages
• Increased immigration
• Rising Hispanicinfluence
• Shifting birth trends• Widening geographic
differences
• Changing agestructure
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Environmental Forces
Demographic
EconomicPolitical-Legal
Socio-CulturalTechnological
Natural
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Population and Demographics
• Size
• Growth rate
• Age distribution
• Ethnic mix
• Educational
levels
• Householdpatterns
• Regional
characteristics• Movement
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MattelMarkets inChina
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Population Age Groups
Preschool
School-age
Teens
25-40
40-65
65+
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Schwab’s Chinese-language Web site
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Household Patterns
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Economic Environment
$ Purchasing Power
$ Income Distribution$ Savings Rate$ Debt
$ Credit Availability
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Types of Industrial Structures
Industrialeconomies
Subsistenceeconomies
Raw-material-
exportingeconomies
Industrializingeconomies
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India – An Industrializing
Economy
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Saudi Arabia –
A Raw-Material Exporting Economy
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The Gap
“look” isrecognizable
everywhere
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Social-Cultural EnvironmentViews 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
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Table 3.4 Most Popular American
Leisure Activities
• Walking
• Gardening
• Swimming
• Photography
• Bicycling
• Fishing
• Bowling
• Camping
• Jogging
• Free weights
• Golf
• Continuing
education
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Natural Environment
Shortage of
raw materials
Increased
energy costs
Anti-pollutionpressures
Governmentalprotections
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Technological Environment
Pace of change
Opportunities
for innovation
Varying R&Dbudgets
Increased regulationof change
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Political-Legal Environment
Increase inbusiness legislation
Growth of special
interest groups
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Unit Pricing on Store Shelves
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Marketing Debate
Take a position:
1. Age differences are fundamentallymore important than cohort effects.
2. Cohort effects can dominate age
differences.
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Marketing Discussion
What brands do you feel successfullyspeak to you? Effectively target your
age group? Why? Which ones do not?