3

Gathering Information and

Scanning the Environment

Marketing Management
A South Asian Perspective, 13th ed
 MIS Systems Provide Information on
Buyer Preferences and Behavior:
Dupont’s Pillow Study

Pillow Segments
• 23% - stackers
• 20% - plumpers
• 16% - rollers or folders
• 16% - cuddlers
• 10% - smashers

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-2

 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 Dorling Kindersley (India) Pvt. Ltd. 3-3

 Table 3.1 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 Dorling Kindersley (India) Pvt. Ltd. 3-4

 Internal Records and
Marketing Intelligence

Sales
Order-to-Payment
Information
Cycle
System

Databases, Marketing
Warehousing, Intelligence
Data Mining System

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-5

 Steps to Improve Marketing Intelligence

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

Motivate
Motivate channel
channel members
members to
to share
share intelligence
intelligence
Network
Network externally
externally
Utilize
Utilize aa customer
customer advisory
advisory panel
panel
Utilize
Utilize government
government data
data resources
resources
Purchase
Purchase information
information
Collect
Collect customer
customer feedback
feedback online
online

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-6

 Table 3.2
Secondary Commercial Data Sources

AC Nielsen – TAM Media

ORG MARG Research

Euromonitor
CMIE
International

NCAER Gallup Pakistan

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 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

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 Needs and Trends

Fad

Trend

Megatrend

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 Trends Shaping the
Business Landscape
• Profound shifts in • Increase in demand for
centers of economic natural resources
activity • Emergence of new
• Increases in public- global industry
sector activity structures
• Change in consumer • Ubiquitous access to
landscape information
• Technological • Management shifts
connectivity from art to science
• Scarcity of well-trained • Increase in scrutiny of
talent big business practices

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 Environmental Forces

Demographic

Political-Legal Economic

Technological Socio-Cultural

Natural

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 Population and Demographics

• Population growth • Educational groups

• Population age mix • Household patterns
• Ethnic markets • Geographical shifts

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 Population Age Groups

65+
40-65

25-40
Teens
School-age
Preschool
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 Household Patterns

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-14

 Economic Environment
• Income Distribution
• Savings, Debt, and
Credit

• Levi’s has responded to

changes in income
distribution by offering
an upscale line and a
mass market line

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-15

 Social-Cultural Environment

Views
Views of
of themselves
themselves

Views
Views of
of others
others

Views
Views of
of organizations
organizations

Views
Views of
of society
society

Views
Views of
of nature
nature

Views
Views of
of the
the universe
universe

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-16

 Islamic Banking: Reflecting
Religious and Cultural Sensitivities
• Consistent with principles of Islamic Laws
(Shariah)
• Prohibits investing in business that are considered
unlawful
• Growth is due to disenchantment with value-
neutral capitalist and socialist financial systems
• Popular in Pakistan and Bangladesh,
• National and international banks want to start
Islamic banking in India

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-17

 Cartoon Network’s New
Generation Survey

• Achieving good grades at school – all respondents

• Looking good – 90% of respondents
• Being religious/traditional – 84% of respondents
• Having boyfriend/girlfriend – 40% of respondents
• Career aspirations – One-third wanted to be
doctor, 21% of wanted to be engineer

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 3-18

 Natural Environment

Shortage of
raw materials

Increased
energy costs

Anti-pollution
pressures

Governmental
protections
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 Toyota Experienced Success
with Green Cars

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 Figure 3.1 Consumer
Environmental Segments

True Blue Greens (30%)

Greenback Greens (10%)

Sprouts (26%)

Grousers (15%)

Apathetics (18%)
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 Keys to Avoiding
Green Marketing Myopia

• Consumer Value Positioning

• Calibration of Consumer Knowledge
• Credibility of Product Claims

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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

Increase in
business legislation

Growth of special
interest groups

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