PART 2:

CAPTURING MARKETING INSIGHTS

REPORTED BY: ANALYN E. CABRERA

CHAPTER 3:

GATHERING INFORMATION and SCANNING THE ENVIRONMENT

COMPONENTS OF A MODERN MARKETING INFORMATION SYSTEM

MARKETING INFORMATION SYSTEMS (MIS)

consists of people, equipment and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. relies on internal company records, marketing intelligence activities, and market research.

COMPONENTS OF A MODERN MARKETING INFORMATION SYSTEM

MARKETING INFORMATION SYSTEMS (MIS)

Should be a cross between what managers think they need, what they really need, and what is economically feasible. Internal MIS committee can interview a cross section of marketing managers to discover their information needs.

SOME USEFUL QUESTIONS:

1. 2. 3.

4.
5.

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 getting now?

SOME USEFUL QUESTIONS:

6. 7. 8. 9.

10.

What information would you want daily? Weekly? Monthly? Yearly? What magazines and trade reports would you like to see on a regular basis? What topics would you like to be kept informed on? What data analysis programs would you want? What are the four most helpful improvements that could be made in the present marketing information system?

INTERNAL RECORD and MARKETING INTELLIGENCE

THE ORDER-to-PAYMENT CYCLE

Heart of the internal records system.
Sales Representatives , Dealers, and Customers Shipped items

ORDERS

INVOICES

SHIPPING and BILLING

Sales Department

INTERNAL RECORD and MARKETING INTELLIGENCE

SALES INFORMATION SYSTEMS

Marketing managers need timely and accurate reports on current sales.

DATABASES, DATA WAREHOUSING and DATA MINING

Companies organize their information into databases.
Customer databases Product databases Salesperson databases

INTERNAL RECORD and MARKETING INTELLIGENCE

DATABASES, DATA WAREHOUSING and DATA MINING

Companies warehouse these data and make them easily accessible to decision makers. Managers can cross-tabulate customer information with product and salesperson information to yield stilldeeper insights.

INTERNAL RECORD and MARKETING INTELLIGENCE

MARKETING INTELIGENCE SYSTEM

A set of procedures and sources managers use to obtain everyday information about developments in the marketing environment.

STEPS TO IMPROVE THE QUALITY OF MARKETING INTELIGENCE SYSTEM

1. Train and Motivate the sales force to spot and report new developments. 2. Motivate distributors, retailers and other intermediaries to pass along important intelligence. 3. Network Externally. 4. Set up a customer advisory panel 5. Take advantage of government data resources. 6. Purchase information form outside suppliers

MAJOR CATEGORIES OF STRUCTURED ONLINE FEEDBACK SYSTEMS

1.
2. 3.

4.
5.

Independent Customer goods and service review forums. Distributor or sales agents feedback sites. Combo sites offering customer reviews and expert opinions. Customer complaint sites. Public Blogs.

ANALYZING THE MACROENVIRONMENT

FAD
unpredictable, short-lived, and without social, economic and political significant.

TREND Direction or sequence of events that has some momentum and durability. More predictable and durable than fads. Reveals the shape of the future and provides many opportunities.

ANALYZING THE MACROENVIRONMENT

MEGATREND
Large social, economic, political and technological changes that are slow to form, and once in place, they influence us for some time.

MAIN TRENDS
Social and Environmental Trends
Technological connectivity will transform the way people live and interact. The Battlefield will shift. The role and behavior of big business will come under increasingly sharp scrutiny. Demand for natural resources will grow as will the strain on the environment.

MAIN TRENDS
Business and Industry Trends
New global industry structures are emerging. Management will go from art to science. Ubiquitous access to information is changing the economics of knowledge,

ANALYZING THE MACROENVIRONMENT

IDENTIFYING THE MAJOR FORCES

Demographic Economic Social-Cultural Natural Technological Political-Legal

THE DEMOGRAPHIC ENVIRONMENT

The

main demographic force is the POPULATION. Classification of POPULATION: Population Age Mix Ethnic and Other Markets Educational Groups Household Patterns Geographical Shift in Population

POPULATION AGE MIX

National Populations vary in their age mix. COHORTS
Groups of individuals who are born during the same time period and travel through life together.

SEVEN DISTINCT COHORTS

Depression Cohort World War II Cohort Postwar Cohort Leading-Edge Baby Boomer Cohort Training-Edge Baby Boomer Cohort Generation X Cohort N Generation Cohort

ETHNIC and OTHER MARKETS

SIX SOCIO-BEHAVIORAL SEGMENTS
Emulators Seekers Reachers Attainers Elites Conservers

EDUCATIONAL GROUPS
FIVE EDUCATIONAL GROUPS
Illiterates High School Drop Outs High School Diplomas College Degrees Professional Degrees

HOUSEHOLD PATTERNS
Traditional Households Nontraditional Households

GEOGRAPHICAL SHIFTS IN POPULATION

Involves Migration Movement between and within countries.

OTHER MAJOR MACROENVIRONMENTS Economic Social-Cultural Natural Technological Political-Legal

ECONOMIC ENVIRONMENT
INCOME DISTRIBUTION
FOUR TYPES OF INDUSTRIAL STRUCTURES: Subsistence Economies Raw-Material-Exporting Economies Industrializing Economies Industrial Economies

ECONOMIC ENVIRONMENT
INCOME DISTRIBUTION PATTERNS
Very Low Incomes Mostly Low Incomes Very Low; Very High Incomes Low, Medium, High Incomes Mostly Medium Income

ECONOMIC ENVIRONMENT
SAVINGS, DEBT and CREDIT
Consumer Expenditures are affected by savings, debt and credit availability.

SOCIO- CULTURAL ENVIRONMENT

Society shapes the beliefs, values and norms that largely define consumer tastes and preferences.

SOCIO-CULTURAL ENVIRONMENT There are different views that defines peoples relationship.
Views of themselves Views of others Views of organization Views of the society Views of nature Views of the universe

SOCIO-CULTURAL ENVIRONMENT
Views of society
Preservers people who defends society Makers people who runs the society Takers people who take what they can take in the society. Changers people who want to change the society Seekers people who are looking for something deeper Escapers people who want to leave the society.

SOCIO- CULTURAL ENVIRONMENT

HIGH PERSISTENCE OF CORE CULTURAL VALUES
Core Beliefs and values
Are passed on from parents to children and reinforced by major social institutions schools, churches, businesses and governments

Secondary Beliefs and Values

Are more open to change.

SOCIO- CULTURAL ENVIRONMENT

EXISTENCE OF SUBCULTURES Subcultures
Groups with shared values, beliefs, preferences and behavior emerging from their special life experiences or circumstances.

NATURAL ENVIRONMENT
CORPORATE ENVIRONMENTALISM
Recognition of the importance of environmental issues facing the firm and the integration of those issues into the firms strategic plans.

NATURAL ENVIRONMENT
FOUR MAJOR TRENDS: Shortage of raw materials Increased cost of Energy Increased Pollution Levels Changing role of Governments

NATURAL ENVIRONMENT
Consumer Environmental Segments True Blue Greens
Environmental leaders and activists. Characterized by a strong knowledge of environmental issues.

Greenback Greens
Do not have the time or inclination to behave entirely green. They do purchase green.

NATURAL ENVIRONMENT
Sprouts

Consumer Environmental Segments

Environmental Fence Sitters They feel that some environmental issues are worth supporting. They buy environmentally conscious products if it meet their needs.

Grousers
They believe that their individual behavior cannot improve environmental conditions. They are generally uninvolved and disinterested in environmental issues.

NATURAL ENVIRONMENT
Consumer Environmental Segments Aphatetics
They are not concerned enough about the environment to do anything about it. They also believe that environmental indifference is mainstream.

TECHNOLOGICAL ENVIRONMENT
FOUR MAJOR TRENDS: Accelerating Pace of Change Unlimited Opportunities for Innovation. Varying R & D Budgets Increased Regulation of Technological Change

POLITICAL LEGAL ENVIRONMENT

TWO MAJOR TRENDS: Increase in Business Legislation Growth of Special Interest Groups

POLITICAL LEGAL ENVIRONMENT

INCREASE IN BUSINESS LEGISLATION

Four Main Purpose: To protect companies from unfair competition To protect consumers from unfair business practices To protect the interests of society from unbridled business behavior To charge businesses with social costs created by their products or production processes.

POLITICAL LEGAL ENVIRONMENT

GROWTH OF SPECIAL INTEREST GROUPS Consumerist Movement An organized movement of citizens and government to strengthen the rights and powers of buyers relationships to sellers.

THANK YOU!