4-1

Sales versus Marketing

3-2

MARKETING MANAGEMENT

Gathering Information and

Scanning the Environment

3-3

Chapter Questions

• What are useful data sources?

• What are the main methods for

identifying opportunities in the macro-

environment?

• What are some important macro-

environment developments?

3-4

Secondary Commercial Data Sources

A.C. Nielsen

Statistics Canada

Ipsos-Reid

Dun & Bradstreet’s

Simmons (U.S.)

SAMI/Burke

3-5

Environmental Forces

Demographic

EconomicPolitical-Legal

Socio-CulturalTechnological

Natural

3-6

Population and Demographics

• Size

• Growth rate

• Age distribution

• Ethnic mix

• Educational levels

• Household patterns

• Regional characteristics

• Movement

3-7

10 Megatrends Shaping the Consumer Landscape

• Aging boomers• Delayed retirement• Changing nature of

work• Greater educational

attainment• Labour shortages

• Increased immigration• Rising ethnic influence• Shifting birth trends• Widening geographic

differences• Changing age

structure

3-8

Mattel Markets in China

3-9

Economic Environment

$ Purchasing Power

$ Income Distribution

$ Savings Rate

$ Debt

$ Credit Availability

3-10

Age versus Cohort effects

1. Age differences –

chronological

2. Cohort effects –

when you were born

3-11

Age versus Cohort effects

• http://www12.statcan.ca/english/census01/products/analytic/Multimedia.cfm?M=1

3-12

Use Data in Marketing Plan

What can these data sources tell you?

•Demand estimates

•Trends

MARKETING PLAN:

•What can we learn about demand for the product

or service?

•Explain it!