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3

Gathering Information and


Scanning the Environment

Marketing Management, 13th ed


Chapter Questions
What are the components of a modern
marketing information system?
What are useful internal records?
What is involved in a marketing intelligence
system?
What are the key methods for tracking and
identifying opportunities in the macro
environment?
What are some important macro environment
developments?
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MIS Systems Provide Information on
Buyer Preferences and Behavior:
Duponts Pillow Study

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

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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.

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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?

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Internal Records and
Marketing Intelligence

Sales
Order-to-Payment
Information
Cycle
System

Databases, Marketing
Warehousing, Intelligence
Data Mining System

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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

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Best Buys Use of MIS

Best Buy segments its


customers into highly
differentiated
segments known by
archetypes like Buzz,
Barry, and Jill.

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Table 3.2
Secondary Commercial Data Sources

Nielsen SAMI/Burke

MRCA Simmons

Information
Arbitron
Resources, Inc.

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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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Mattel
Markets in
China

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Population Age Groups

65+
40-65

25-40
Teens
School-age
Preschool
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Schwabs Chinese-language Web site

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Household Patterns

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Economic Environment
Income Distribution
Savings, Debt, and
Credit

Levis has responded to


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

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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

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Interest in Nature: A Growing Trend

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Table 3.3 Most Popular
American Leisure Activities
Reading Computer activities
TV watching Gardening
Spending time with Renting movies
family Walking
Going to movies Exercise
Fishing Listening to music

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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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Marketing Debate
Is consumer behavior more a function
of a persons age or generation?

Take a position:
1. Age differences are fundamentally
more important than cohort effects.
or
2. Cohort effects can dominate age
differences.
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Marketing Discussion

What brands do you feel


successfully speak to you?
Effectively target your age group?
Which ones do not?
What could they do better?

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